Baume & Mercier Hampton Collection 2011

Kong's comprehensive overview of Baume & Mercier's 2011 Hampton Collection provides valuable historical context, tracing the brand's journey from its 1830 origins to its strategic repositioning under Alain Zimmermann. This article is essential for understanding how Baume & Mercier aimed to revitalize its heritage and appeal to a new generation of luxury watch buyers with its 'Life is about moments' campaign.

15th August 2011

Baume & Mercier, was once a power-house with a watchmaking heritage longer than many current notable brands; how many watch brands have been trading for 180+ years? 

The company began when Louis-Joseph Baume started the first watchmaking shop in Jura mountains in the village of Les Bois in 1830.  Business was brisk and the family-owned business needed to expand. Four of his sons, all watchmakers, incorporated “Freres  Baume”.  His son, Louis-Victor progressively pursued to strengthen the technical know-how in Switzerland while another more enterprising son, Celestin, left for England to look for opportunity.

Celestin later was joined by his nephew and they started a shop under the English name “Baume Brothers” in 1851 and created their first international market.  Business continued to flourish. Their technical prowess enabled the company to win the highest distinction at the well-known Kew Observatory Chronometry competition in 1892 and propelling the company’s reputation upward.

In 1918, third generation William Baume formed a partnership with one of his most respected customers, Paul Tchereditchenko alias Mr Paul Mercier,  thus incorporated Baume & Mercier.  Their heyday were the 'Roaring 20s' until the 1950s. Later in 1988, Baume & Mercier was acquired by the Richemont Group.

The brand somehow along the way was overlooked.  When Alain Zimmermann was appointed CEO of the Maison d’Horlogerie in 2009, a year before its 180^th anniversary, he streamlined the collections to Linea, Capeland, Hampton and Classima.

Alain Zimmermann, CEO of Baume & Mercier with Alexandre Peraldi, Director of the Design Studio

The focus remains, per its motto: ‘Accept only perfection, only manufacture watches of highest quality’, striving to make fine affordable luxury watches with substance and quality which remains current through time for both genders.

A new marketing communication theme was launched - “Life is about moments “, to target the segmentation that buys watches as gifts for others, to commemorate special occasions.  It is a good move as this segment represents about 60% of Baume & Mercier revenues. 

To communicate theme “Life is about moments “, a new campaign was developed through the way of life of sea-side-living.

Why sea-side living? 

Sea-side living from the past till now still has these values of sharing, conviviality and timelessness which will create or created Moments, when we truly lived and remembered were usually the moments when we did things in the spirit of love, with our loved ones and friends.

Those with longer memories or an interest in American society will remember the Hamptons as a seaside playground for the highest society. Those were the days of The Great Gatsby and The Phiidelphia Story from fiction as well as the reality of Summer vacation 'cabins' for the Gettys, Hearsts, Kennedys and Rockefellers. Bear in mind that one of those 'cabins' was the equivalent of $25,000,000 homes today and they only used them for 6 weeks a year!

The launch of the Hampton Collection 2011 was fittingly on the Hamptons in a real 'cabin' with real people celebrating real moments and PuristS were represented.

Baume & Mercier would like to be positioned as souvenirs or memory-keepers for these treasured moments in various life stages. The watch then become a reminder associating the good times will form a bond with the wearer and the giver, thus emotionalised the object to something priceless.  Brilliant!

The next question is how to tie and incorporate the above theme and campaign to the new collections?

Besides using their historical pieces as reference, Alexandre Peraldi, Director of the Design Studio – Baume & Mercier’s integrated creative unit, with his team went seaside living in the Hamptons  (a beautiful and exclusive seaside area of Long Island, New York where super-rich and A-list celebrities owned their properties) to gather inspiration and  came back with thousands of images which they pondered for weeks to decipher the design codes for their new 2011 collections.

Based on the design team observations and experience in Hamptons, the surrounding is bathed with light that softens shades of color and exudes warmth.  With that they designated only red gold 5N to project the warm coppery brilliance in some of their emblematic pieces.  Dials will be in two-tones without strong contrasting, simulating the softening of shades of colours observed.  Most importantly, in the Hamptons, the lifestyle of the residents there is of ‘relaxed elegance’.  To portray this characteristic, the case is generously-sized and curved which is easy on the eyes and easy to wear.

This steel Emblematic piece comes with an automatic Richemont Manufacture chronograph (no further details of the movement during posting) with a power reserve of 65 hours and an open caseback revealing a rotor with the Baume & Mercier Φ (phi) logo.

Finally, the collection’s Emblematic ladies' piece has a fully-set case – lugs, satined domed volume and curved case side – that beautifully enhances the silvered dial and harmonizes with the purity of the white alligator strap. It consists of 80 diamonds for a total of 1.78 carats.

The solid case back is decorated with a “Sun Deck" décor  which personalized word or message of affection can be engraved on. Why 'sun deck'? Again, to carry forth the Hamptons seaside living theme; many of those cabins....er...mini-mansions had sun decks.

  This message has been edited by Kong on 2011-08-17 09:31:05