Baume & Mercier

Baume Frère, the original name of the watch manufacturer at its founding, never viewed women's watches as miniature versions of Geneva watches. Instead, they were unique and very feminine creations, such as the Marquise from the 1940s, which was a perfect combination of jewelry and luxury wristwatch. In this respect, nothing has changed to this day. The ambitious company, which expanded from Juradorf (Switzerland) to the watchmaking metropolis of Geneva, was influenced by the extravagant aesthetics of Art Deco like few other watchmakers. In subsequent model series—such as the Hampton—the dedication to urbanity and cosmopolitanism is unmistakable.

When the Baumes founded the "Comptoir Horloger" (watch shop) in 1830, the Swiss canton of Jura was far from achieving women's emancipation. And it took another 39 years before Louis-Victor Baume presented his daughter with a decorated gold watch at her communion. A luxury watch from Baume & Mercier is the perfect gift for special moments and events—baptisms, graduations, engagements, weddings, anniversaries—and is still embedded in the company's sales strategy today. At the same time, there was a period of significant growth and international expansion. With their keen sense of prevailing trends, the Baumes brothers moved into the British Empire and steadily established branches in London and the British colonies: India and Australia, New Zealand, Singapore, and Burma.

Baume's models and chronographs, featuring sophisticated details, consistently won awards at the American and World's Fairs and broke numerous records at watchmaking events. More and more patents and pioneering achievements followed. The reason Baume's luxury watches are so highly supported by watch experts and customers alike is the enchanting aesthetics of the watches, the high number of details, and a level of precision that had never been achieved before. The company's dynamic heartbeat has been a key factor in its rapid development. In collaboration with Paul Mercier, the company continues to operate under the name Baume & Mercier to this day. Nearly 90 years old in 1919, the watch manufacturer received the coveted and highly respected Geneva Seal of Quality for the highest standards in watchmaking. In the decades following World War II, Baume & Mercier also quickly developed several innovative chronographs equipped with complex features such as a moon phase, triple date display, minute repeater, and tourbillon. Models à l'époque remain outstanding today due to their legendary charisma. The Baume & Mercier Capeland, Classima, and Clifton collections are characterized by these distinctive and historical features.

In the 1970s, Baume & Mercier introduced original watch creations that attracted attention with their shape and materials. The Galaxie and Stardust received top awards, and with the legendary Riviera, the world's first stainless steel sports watch, Baume & Mercier once again demonstrated its pioneering spirit. Originally owned by Cartier, the watchmaker later joined the South African Richmond Group and developed numerous unisex watch series, such as the striking Hampton, the retro-styled Capeland, the minimalist and elegant Classima, and the rectangular Hampton. Baume & Mercier is dedicated to accessible luxury and addresses women who want to be both elegant and casual. The Linea collection is an example of this, perfectly suited to this type of female clientele. With the Baume & Mercier Clifton, the successful man has a confident yet down-to-earth companion that knows exactly who he is, just like him.

Delivering the "highest quality status" is a natural goal for most luxury watchmakers. When it comes to the bezel, Baume & Mercier takes this extremely seriously. At the same time, the watchmaker adheres to a moderate overall pricing policy, which is just as crucial for existing and new customers as the company's ethical principles, social responsibility, and pursuit of sustainability. Celebrity brand ambassadors such as Gwyneth Paltrow, Ashton Kutcher, Kiefer Sutherland, and Emmanuelle Chriqui add a touch of glamour to the whole thing, but are nevertheless carefully selected for their credibility and authenticity. At charity events, they represent Baume & Mercier at the forefront.

It's clear that this traditional watchmaker, among the elite of Swiss Made watches, practices excellent quality management. The watches are developed in the company's design studio in Geneva and manufactured in Le Brenets, Switzerland, the company's headquarters. Every Baume & Mercier prototype that goes into production must pass chemical and dynamic tests for durability, shock and vibration resistance, and reaction to extreme conditions. As part of the manufacturing process, the watches must demonstrate that they meet all requirements. No timepiece leaves the manufacturer without undergoing a rigorous final aesthetic and visual inspection.

It's time to talk about the collaboration between Baume & Mercier and American motorsport icon Carroll Shelby. The most famous racing driver in the USA of the 1950s represented the manufacturer like no other. He achieved 15 American land speed records, glorious victories at Daytona, Monza, Reims, Bridgehampton, and the Nürburgring, and drove an Aston Martin to victory in the 1959 24 Hours of Le Mans. Shelby also served as a national team coach and team leader 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, a symbol of the American dream.

The special "Capeland Shelby Cobra Collection" limited edition model was born 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 car's dashboard. The two Shelby racing stripes form a striking contrast with the minute and second hands, reminiscent of the Cobra's steering wheel and the Cobra logo. The Guardsman Blue model features blue Superluminova and a black alligator strap with a red cowhide leather underlay, gray stitching, and a triple folding clasp. The sapphire case back is engraved with the name of the collection and Carroll Shelby's signature. To celebrate the 50th anniversary of Shelby's FIA World Championship, Baume & Mercier created a special 18-carat red gold timepiece for the Capeland Shelby Cobra series, limited to 98 pieces. This exceptional model is something rare and precious - just like a world championship title.