Richemont Debuts Its First New Watch Brand, Baume


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Richemont Group on Tuesday unveiled Baume, the first watch brand launched by the luxury conglomerate, which has acquired the other timepiece brands in its portfolio, including Baume & Mercier. Aiming to meld — and trade on — the 180-year-old Baume & Mercier’s heritage with a new sustainable materials model, Baume endeavors to attract new customers — those looking for luxurious, eco-friendly options that are not mass-produced, yet fall below the luxury price point. To underscore its commitment to bettering the environment, the watches will make their debut at a series of ocean-facing events in Malibu today and Wednesday. While the line is not considered an off-shoot or lower-priced version of Baume & Mercier, which itself has been challenged by a saturated watch market, the association with an established Swiss watchmaker is also key in the branding message. Launching with two style groupings, the Iconic and the Custom, Baume combines Swiss watchmaking techniques with sustainable materials: aluminum for the cases, and bands made from natural, upcycled or recycled materials such as cork, cotton, linen, alcantara or recycled PET. The Iconic series, an automatic watch that is the brand’s hero style, will be updated seasonally and starts at $1,100 retail. The Custom Timepiece series, for which customers can

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