SIHH 2012: Baume Mercier


For 2012, Baume & Mercier further solidified their new marketing initiatives which have been underway for the past few years. This year at SIHH a few new men’s references were introduced within the core Capeland chronograph collection, including the redesigned vintage inspired 44 mm flyback chrono (Ref. 10006), the 44 mm chrono with a new blue dial variation (Ref. 10065) and the 42 mm chrono which is now available with a steel bracelet (Ref. 10062).


When I asked international CEO, Alain Zimmerman about Baume & Mercier’s US retail network he said, “Baume & Mercier sells at 208 stores in the US, including: Saks Fifth Avenue, Bloomingdales, and Macy’s.” I asked if they have any plans for brand boutiques, and he said, “Yes, in 2015 we are planning to open our first North American boutique. We currently have one boutique in Dubai and more to open this year in China.”


I asked Mr. Zimmerman about the brand’s specific target buyers and he said, “Baume & Mercier prides itself on offering top quality watches at accessible price points within the luxury market.”