Baume & Mercier
Swiss watchmaking with classic elegance
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A vous, Mesdames!
Baume Frères, the original name of the watch manufacture at its founding, never regarded ladies’ watches as miniature versions of the Geneva watches. Instead they were unique and highly feminine creations, such as the Marquise of the 1940s, which was a perfect combination of jewellery and luxurious wristwatch. In this respect nothing has changed to this day. The ambitious company, which expanded from a village in the Jura (Switzerland) to the watchmaking metropolis of Geneva, was shaped like almost no other watchmaker by the extravagant aesthetic of Art Deco. In the model lines that followed – such as the Hampton – the devotion to urbanity and cosmopolitan spirit is unmistakable.
Baume et Mercier – a journey into the past
When the Baumes established themselves in 1830 with the “Comptoir Horloger” (watch trading house), the Swiss canton of Jura was still far removed from the emancipation of women. And it took a further 39 years before Louis-Victor Baume presented his daughter with a decorated gold watch at her communion. A luxury watch by Baume & Mercier is the perfect gift for special moments and occasions – christening, graduation, engagement, wedding, anniversary – and this remains embedded in the sales strategy to this day. At the same time there was a period of marked growth and international expansion. With their fine instinct for the prevailing trends, the Baume brothers moved into the British Empire and steadily established branches in London and the British colonies: India and Australia, New Zealand, Singapore and Burma. The Baumes’ models and chronographs, with their ingenious refinements, won prizes consistently at the American and World Exhibitions and broke a great many records at watchmaking events. Ever more patents and pioneering achievements followed. The reason why the Baume luxury watches are so strongly championed by watch experts and clients alike lies in the enchanting aesthetic of the watches, the great number of refinements and a precision that had not been attained before. The dynamic heartbeat of the company was an essential factor in its rapid development. In collaboration with Paul Mercier, the company has traded under the name Baume & Mercier to this day. The watch manufacture, almost 90 years old in 1919, received the coveted and highly regarded Geneva Seal for the highest standards in watchmaking. In the decades after the Second World War, too, Baume & Mercier developed several innovative chronographs within a short time, equipped with complex features such as a moon phase, triple date display, minute repeater and tourbillon. Models à l’époque remain outstanding to this day thanks to their legendary aura. The Baume & Mercier collections Capeland, Classima and Clifton are shaped by these distinctive features and historical characteristics.
Committed to innovation
In the 1970s Baume & Mercier introduced original watch creations that caused a stir through their form and their material. Galaxie and Stardust received the highest distinctions, and with the legendary Riviera watch, the world’s first sports watch in stainless steel, Baume & Mercier once again demonstrated its pioneering spirit. Originally owned by Cartier, the watchmaker later joined the South African Richemont Group and developed numerous unisex watch series such as the striking Hampton, the retro-styled Capeland, the minimalist and elegant Classima, the rectangular Hampton. Baume & Mercier is dedicated to accessible luxury and addresses women who wish to be elegant and relaxed at the same time. The Linea collection is one example of this, perfectly suited to this kind of female client. With the Baume & Mercier Clifton, the successful man has a self-assured yet down-to-earth companion that knows exactly who it is, just as he does. Delivering the “highest quality status” is a self-evident aim for most luxury watch manufacturers. When it comes to the bezel, Baume & Mercier takes this extraordinarily seriously. At the same time the watchmaker adheres to a moderate overall pricing policy, which is just as decisive for regular and new clients as the company’s ethical principles, its social responsibility and its pursuit of sustainability. Prominent brand ambassadors such as Gwyneth Paltrow, Ashton Kutcher, Kiefer Sutherland and Emmanuelle Chriqui lend the whole a certain glamour, yet they are chosen carefully for their credibility and authenticity. At charity events they present Baume & Mercier at the very forefront. It is evident that this traditional watchmaker, which belongs to the elite of Swiss Made watches, practises outstanding quality management. The watches are developed in the company’s design studio in Geneva and manufactured in Les Brenets (Switzerland), the company’s headquarters. Every Baume & Mercier prototype that goes into production must pass chemical and dynamic tests for durability, resistance to shock and vibration, and reactions to extreme conditions. As part of the manufacturing process, the watches must demonstrate that they meet every requirement. No timepiece leaves the manufacturer without a rigorous aesthetic and visual final inspection.
Having a great weakness for the American dream.
It is time to speak about the collaboration between Baume & Mercier and the American motorsport icon Carroll Shelby. The most famous racing driver in the United States in the 1950s represented the manufacturer perfectly, as no one else could. He achieved 15 American speed records and glorious victories at Daytona, Monza, Reims, Bridgehampton and the Nürburgring, and drove an Aston Martin to victory at the 24 Hours of Le Mans in 1959. Shelby was also a national coach and team manager for many years. And he was involved in the development of the legendary Cobra, a lightweight new version of the American sports and racing car that is a symbol of the American dream. The special “Capeland Shelby Cobra Collection” model, a limited edition, arose from the partnership between Shelby and Baume & Mercier. Its profile: a chronograph with a 44 mm steel case and a dial with chronograph hands inspired by the appearance of the car’s dashboard. The two Shelby racing stripes form a striking contrast with the minute and second hands, which recall the Cobra’s steering wheel and the Cobra logo. The Guardsman Blue model captivates with its blue Superluminova emission and a black alligator strap with an underlayer of red cowhide, grey stitching and a triple folding clasp. The name of the collection and Carroll Shelby’s signature are engraved on the sapphire case back. To mark the 50th anniversary of Shelby’s FIA World Championship, Baume & Mercier created a special timepiece in 18-carat red gold for the Capeland Shelby Cobra series, limited to 98 pieces. This exceptional model is something rare and precious – just like a world championship title.
