The First Step in a Restart, Carrying on a Legacy of Glory!

A venerable brand always undergoes significant transformations throughout its history. It is this capacity for self-reinvention that allows it to endure as a venerable institution and continue to build its legacy. Baume & Mercier, founded in 1830 and boasting nearly two centuries of history, is precisely such a watch brand at a pivotal moment of change. The company has reviewed all its past products and embarked on a fundamental renewal of its brand concept. This renewal, in a word, can be described as a 'return to its glorious past.'

Indeed, the history of this venerable house is truly adorned with countless glories. Originating from a watch dealership established by brothers Louis-Victor and Joseph-Celestin Baume, the maison gained international renown in the late 19th century under the leadership of the second generation, Alcide and Arthur Baume, for its pocket watches featuring complex functions such astourbillons, minute repeaters, and grand complications that integrated these. In the 20th century, after becoming Baume & Mercier in 1918, founded by watchmaker William Baume and businessman Paul Mercier, it developed to be counted among Geneva's four major watch manufacturers. Furthermore, from the 1930s through World War II, Baume & Mercier earned a reputation for crafting the finest chronographs. Post-war saw the introduction of the bangle-stylejewelry watch'Marquise.' In the 1960s, Baume & Mercier's ladies' watches became overwhelmingly popular among women as 'affordable luxury watches.' The 1970s saw the release of the 'Riviera' sports watch with its dodecagonal case, which became a bestseller for over two decades. Since the 1990s, the brand has offered models with cool, modern designs across its entire range of men's and ladies' watches, beloved by those with a keen sense of style.

This time, under the new brand concept of being 'a presence that gently accompanies life's milestones,' the first products of this restart include the chronograph 'Capeland,' inheriting the glory of the 1940s, and the ladies' watch 'Linea.'

Their designs, grounded in classic tradition, are elegant and understated, perfectly embodying the concept of 'gentle companionship.' Moreover, their reasonable price point makes them appealing to everyone.

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Baume & Mercier
0120-07-1830