Richemont group have launched a brand new watch brand Baume that focuses on complete customisation, modernity and sustainability.
Deemed a ‘genderless brand designed for a better tomorrow’ Baume is complimentary to the existing Baume & Mercier collections and is set to appeal to younger generation of watch lovers. The two lines on offer include the Iconic Series and the Custom Timepiece Series. The Iconic Series watch is the brand’s flagship, crafted as the expression of recycling and up-cycling principles. Updated seasonally, this automatic movement timepiece is crafted in aluminium with a 100% recycled PET bracelet (polyethylene terephthalate made of plastic resin and a form of polyester).
Nothing makes a statement like a timepiece designed to your likes and Custom Timepiece Series offers around 2,000 combinations. The simple online process involves selecting the face, style, colour, strap and size and if you wish, you can also add an engraved message or monogram. Once you’ve chosen your watch, it takes 15 days for assembly and delivery, and if later down the line you want to change up your wrist style, the timepiece can be sent back for recycling or reuse.
“Our goal is to fulfill the utmost standards of quality and craftsmanship, while committing to the power of collaboration within a circular economy,” says Baume Brand leader Marie Chassot.
Sustainability is key for the digitally-only brand so you won’t see them using animal-based or precious materials, instead the straps are made from up-cycled or recycled fabrics such as cork, cotton, linen, alcantara and recycled PET, and when your creation lands on your door step, expect only paper and cardboard packaging.
“When individuals find a best-fit product, they last,” says Chassot, “This, twinned with our on-demand production eliminates waste and avoids the creation of obsolete stock.”
Richemont, that owns Cartier, Piaget, IWC, Jaeger-LeCoutre and Montblanc, is making a bold step in the industry that still largely relies on in-store purchases. The new brand strives to entice the Millennial generation, as well as all those sensitive to a philosophy of sustainable development.
BAUME watches will be available on www.baumewatches.com