Launch of Baume

Launched on the web on May 15th, Baume is the latest addition to the Richemont group and an offshoot of Baume & Mercier.

Genderless, design-driven and environment-friendly, the brand has been created in an innovative spirit with the goal of producing models based on sustainable, recycled and up-cycled materials.

Baume kicks off with two collections: the Iconic series and the Custom Timepiece series. The first is the flagship line featuring automatic watches made of aluminium and fitted with a 100% PET recycled strap. A new edition will be rolled out each season and available in various styles, materials and colours.

The second can be entirely customised using an online configurator offering more than 2,000 variations. Customers can thus choose between several 35 or 41mm cases, a range of components and movements, to create thousands of one-of-a-kind models. This collection thus offers watches that are exclusive while remaining true to the Baume aesthetic, with a contemporary approach combining creativity, functionality and respect for the environment.

As Baume Brand leader Marie Chassot explains: “We use no animal-based or precious materials and unused components are recycled or re-used. Our interchangeable watchstraps are made from natural, up-cycled or recycled fabrics such as cork, cotton, linen, alcantara and recycled PET. Packaging is kept to a minimum: there is no secondary packaging and only FSC-certified paper and cardboard are used.”

May 31, 2018