MTF
[PuristS]
13383
2011: Baume & Mercier Novelties PuristS Preview
Baume & Mercier: "Life is about moments" with the permission of Baume & Mercier
Baume & Mercier has been around for 180 years since 1830. The motto of Maison d’Horlogerie remains - "Accept only perfection, only manufacture watches of the highest quality" and their watches are engraved with the Greek letter Phi – a symbol of balance and perfection; also known as the 'Golden Ratio'. One of the two brands that Richemont is focusing to invigorate in 2011 is Baume & Mercier.
PuristSPro is pleased to be able to bring the SIHH 2011 news EARLY to our community, with the permission of Baume & Mercier and in recognition of our reputation for bringing new trends in haute horlogerie to the forefront.....before they are trendy! 
For some time, Baume & Mercier has been the 'quiet man' in the Richemont portfolio. Founded by the Baume family in 1834, the controlling interest was bought by the Piaget family in 1965 and Baume & Mercier produced one of the world's thinnest calendar watches with a mini rotor at that time. In the pursuit of perfection, the company switched to the new electronic tuning fork innovation, and from 1970 increased investments in the even newer quartz technology. In 1988, Piaget family sold 60% of their stake to Piaget holding S.A., also selling Baume et Mercier S.A. to Cartier Monde S.A. in Paris. In 1993 the Cartier group became sole owners of both Piaget and Baume et Mercier and eventually was swallowed up itself by Vendôme Luxury Group and then Richemont Group.
For 2011, Baume & Mercier's new messaging is "Life is about moments". The brand wants to associate itself and watches with the cherished moments in one's life - weddings, births, anniversaries, graduations, family reunions. The three models highlighted for this new positioning are Capeland, Classima and Linea to suit broad demographics. The goal is to get perfect watches or to give others or oneself, for beautiful celebration of a moment, the memory that one wishes to keep close to heart.
Capeland
The Capeland Chronograph is for those who prefer retro accents and sports-chic design. The two-toned dial is a subtle reminder of the 1950s aesthetic and it is no surprise as it is a re-intepretation from the brand historic single-pusher chronograph from 1948. The case comes with "chevé" crystal and domed case back which is also a direct reference to a 'galet' pocket watch of early 19th century.
Historic single-pusher chronograph from 1948
The domed dial is matched with a retro colour scheme and included a tachymeter and a telemeter, paired with Breguet type hands.
The bi-compax self-winding mechanical movement with a flyback chronograph function is by Lajoux-Perret. The plate and the bridges are decorated with circular-grained finish and secured with blued steel screws. The oscillating weight is engraved with the brand’s emblematic Phi , further adorned with "Côtes de Genève" and snail décor.
Available in two versions: stainless steel or 18K red gold with the option of either a dark brown or black alligator skin strap.
This stunner really raises the standards at Baume & Mercier to re-visit their patrimony. That is the important point – this is not a copy-cat design but a true re-interpretation of the company’s product from the Golden Age of wrist watches. Sure, we have become a little more decadent in 2011 with showy sapphire casebacks and decorative finishing on the movements but that is the price of luxury! The advantage of this watch over vintage pieces is that the case and dials are all new and the movement works perfectly with warranty.
Classima
The new version of the chic Classima comes in two diameters – 39 or 42 mm and two dial colours – black or silver "grain d’orge" guilloche décor or a line guilloche décor dial . The watch comes with a self-winding mechanical movement and several functions (dual time zone, power reserve) depending on the model.
I can see this going down very favourably in China and East Asian markets, with the symbolic double circles on the dial and lucky numeral 8. In fact, it would do well in any market with that multi-texture dial and dare-to-be-different hour indicator window!
Linea
Linea started in 1980 and became iconic model in 2000, featuring a unique interchangeable bracelet concept. Continuing with the popular concept, the 2011 models of Linea will supplement a second bracelet (choice of satin or calfskin) to provide versatility to wearing the watch.
The design of the bracelet clasp enables easy changing of the bracelet without the need of a tool and potentially "chipping of the neat manicure" (Baume & Mercier quote) .
The case comes in diameter of either 27mm or 32mm with quartz time only or chronograph function.
Baume & Mercier has added a mechanical self-winding version for its 32mm model with sapphire caseback and mother-of-pearl dial with bezel set with 42 diamonds and the bracelet attachment links set with 36 diamonds for a total of 1.4 carats.
This may solve the usual dilemma of catering for potential buyers who like quartz and mechnical movements – provide both options!
I hope you liked our little teaser and in the future, when you are buying your son or daughter their graduation present from the re-energised Baume & Mercier, don't forget where you saw it first – here on PuristSPro!
Regards,
MTF
2011: Baume & Mercier Novelties PuristS Preview
Nice, Melvyn...
Thanks MTF, that Capeland chrono is very nice and
The Historic Single Pusher
As mentioned in the posting
my jaw dropped...
I was a tad surprised myself
Thx Melvyn...I like the Capeland Chrono
Capeland Chronograph diameter is 42 mm
why oh why oh why...
I’ve been an admirer of B&M for years…
