Horological Meandering

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.

The Hampton Collection 2011

The new 2011 Hampton Collection is designed based on the Baume & Mercier museum piece from 1940s which was Art-Deco influenced. Certain original characteristics were retained and incorporated into the more contemporary and elegant 2011 Collection like the satined domed volume at 12H and 6H, curved sapphire crystal, curved case side at 3H and 9H and paired with sword-hands.




The emblematic rose gold 5N version housed a manual Lajoux-Perret movement having a 42-hour power reserve and with a oval open case back.

Another interesting feature is the pronounced curve crystal which is more difficult and costlier to manufacture, produces interesting prism effect when viewed from different angles.

The key point is that Emblematic pieces will be of low production and represent more of a collector's watch, hence the movements will be of higher technical and/or aesthetic quality.





Ladies’ Hampton

The ladies’ collection consists of three sub-collections - Core Collection, High-end collection and the Emblematic.

All of them shared the same steel casing of size 27 x 40 mm housing a quartz movement, with the option of satin-finished polished steel bracelet or the unique “jodhpur” shape alligator straps with adjustable triple folding clasp.

The following is the Core Collection ...

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

 

This message has been edited by MTF on 2011-08-18 11:28:26

as is evident by the 65 hour power reserve and dial layout.

-Dean

Sharp!
Kong

At the beginning of this year I got the info that is has been discontinued. Wondering why, since I think it’s a beautiful watch, I sent an email to Mr. Rudy Chavez, President of B&M North America, who was such a kind gentleman answering my questions.

After his replies I value the brand and my watch even more.

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Nice one

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Regardless of price, the new models are of very high quality - the cases, dialwork, straps are much better than average. Throw in the price points on most of the pieces, and whoa nelly, any looking for a nice gift for others or oneself really needs to take a serious look at the model range.

The new slogan and ad campaign is the classiest and most compelling I've seen in a very long time; the last time I was this enchanted by a marketing message, was the now famous  "...merely look after it for the next generation..."

Mr. Zimmermann has put together a top notch team and they are executing perfectly.  Unless you are a complete movement snob (yes, I know there are some among you out there in PuristSland...) I would definitely put Baume et Mercier on my short list of models to consider and brands to watch.

As their prices creep upward and their complications get more complicated (which successful brand hasn't? even though officially I know both trends are not in the strategy playbook...) you will fondly look back and remember what ridiculously affordable values they were...

And remember, I back my words with my actions:

 

[photo error corrected  --  MTF]

This message has been edited by MTF on 2011-08-15 18:22:25

received more than its fair share of comments and compliments at the recent IGOTT2 in Las Vegas...and that was totally populated by hard core watch nut PuristS!

...does it have any resonance aside of the USA?

Invoking The Great Gatsby as part of a campaign of 'relaxed elegance'....have they actually read the book?

The Hearsts? The height of culture.

This message has been edited by BDLJ on 2011-08-15 17:37:51

Forget Gatsby and the Hearsts...

Is there something about "Life is About Moments" that doesn't translate, in any language or culture?

I'm not sure if the Hampton's geographical theme is global.  I can understand it might not "resonate" outside the US, just like "the Gold Coast" or "the Cote d'Azur" might only have limited resonance for similar reasons...on the other hand, you intellectual luddite Bond Street, Ginza, 5th Avenue and Rodeo Drive do seem to have transcended their cultural and geographical "limitations..." 

My comments were focused on the tag line, "Life is about Moments" and the family atmosphere of the campaign; the seaside living motif just adds mood and atmosphere, imho.

Ever hear the one about the Romantic and the Realist?

The Romantic pointed at the beautiful full moon and said to the Realist, "Look!"

And the Realist replied, "What's wrong with your finger? "

Cheers, my friend.

I completely understand the family atmosphere and the seaside setting motif....which is exactly why the references to Gatsby and Hearst are so jarring.

Bond st, Rodeo drive, Ginza have...transcended cultural limitations of their shopping strips?

(Says me, jaded by following my GF around BB, KLCC, etc etc and that was a couple of weeks ago...)

BDLJ,

Don't blame the ad campaign.  It was me .

 

I wrote the part about 'The Great Gatsby' and the Hearsts.  It was not to link the nice adjectives in the ad campaign with the attributes of the fictional and real characters above. It was to remind the young generation, where and what the Hamptons were......are.  Some people asked:  "What's the big deal with the Hamptons? I thought they are beaches in the middle of nowhere."

It was to describe the meaning of The Hamptons to non-Americans of a certain age.

It could have been any seaside town:  St Tropez, Phuket, Brisbane or Llandudno.

It was about larger-than-life people and seaside living. It was about high society, wealth, power, fame and influence. It was about people whose lives influenced other people, irrespective of what form or effect that may have taken. Sure, some were social climbers with ruthless ambition but then again, isn't everyone a climber of sorts? Even bootleggers and 'gangstas' can live the elegant lifestyle

 

In summary, the watches make no judgement about their owners.   Everyone has a mother or birthdays.

'Life is about Moments'.

 

Regards,

MTF

This message has been edited by MTF on 2011-08-15 19:09:55

...posts certainly put my bias on display....I read it as a press release, should have looked harder instead of the zooming in...

I get the B&M seaside 'profile'. But I guess my own seasideness is more playing with a sandy dog, fishing, swimming, shorts, bare-feet and cold beers than power, fame and influence. I leave that to the heady politics of the Waratah Beach Surf Life Saving Club general meetings....

BDLJ,

 

"playing with a sandy dog, fishing, swimming, shorts, bare-feet and cold beers".....if that is your 'Moment', good on you, mate!

If after that dog has shaken his wet sand all over your beer and your 'significant other' presents you with a watch to remember that special day.........well, Life is about Moments.

 

MTF

and their watches......

J

... it got intoduced earlier this year but so far i cant find it at stores .... any clue Thomas?!

 

 Thanks for sharing your beauty by the way.

 

 Faisal

the one like mine, I've heard they are very popular and sell out quickly when in stock.

If you mean another model, do you remember the ref # or model family?

Thanks for your kind words.

TM

  i thought they were issuing and exact single button one...

and my favorite B&&M model!

J

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And these new Hampton Collection 2011 watches are great examples of B&M's clean designs.  Perfect for mass appeal too.

Cheers,
Anthony

I briefly handled it during the 3rd night dinner.  Looks nice on the wrist even though it was a 44mm diameter watch. 

Regards,
ED-209

That's the problem with IGOTT.

You spend 10 years on-line not getting to know people and then 10 hour days at IGOTT really not seeing everyone or their watches enough. 

I did not even know a new Capeland Chrono was present.

 

Regards,

MTF

It was dark at the restaurant but was pretty sure that it was a B&M Capeland Chrono on the wrist of a fellow PuristS at IGOTT2.

Regards,
ED-209

still true to the heritage but just right for today. Still, I prefer round watches, and B&M knocked the update of the Capeland Chronograph that TM mentions above out of the park. 

the shape.  Likewise I still prefer round watches.

Thanks.

Kong

I like the tact they are taking....

J