Baume & Mercier

The Challenge

Baume & Mercier is a storied Swiss watchmaking maison founded in Geneva in 1830 with nearly two centuries of heritage that places it firmly among the classics of Swiss horology. When we worked with Baume & Mercier, it was part of the Richemont group, which carried the institutional weight of one of the world's most prestigious luxury conglomerates. The maison occupies a distinctive position in the watch world: offering genuine Swiss-made craftsmanship and elegance at a more accessible price point than many of its stablemates, with collections spanning classic dress watches, sport-inspired designs, and complications such as chronographs, moon phases, and dual time — all underpinned by the proprietary Baumatic movement.

Our Approach

We realigned the distribution of the brand in the United States and Canada, while liaising closely with Baume & Mercier's Swiss headquarters, including the press department, and positioning the brand as the maison of choice for those who want authentic Swiss watchmaking heritage without stepping into the stratosphere of haute horlogerie pricing.

The Story We Told

Baume & Mercier represents the rare intersection of genuine Swiss heritage and accessible luxury — a maison that has been crafting timepieces since 1830 without losing sight of the collector who values craftsmanship over conspicuous pricing. By realigning distribution and working hand-in-hand with the Swiss headquarters, we ensured that the brand's North American presence matched the elegance of its product.

Results

• Distribution realignment across the United States and Canada
• Close collaboration with Swiss headquarters and press department
• Brand positioned as the maison of choice for accessible Swiss heritage watchmaking