Yesterday Richemont announced to start a new watch brand named Baume. That’s right, Baume, without ‘et Mercier’, is being lined up as the new Value Proposition from the Richemont Group. Over the past years, Baume et Mercier was positioned as the affordable luxury brand from the group, with pricing that did not always match this slogan. So it’s now up to Baume to fill the segment of € 500 to € 1,000 Euros, a segment that’s completely new to the Richemont Group. They are coming with cheap affordable Asian movements (mainly quartz and a mechanical Miyota), lots of eco-friendly materials and an online configurator.
Continue reading ‘Industry News – Baume (without ‘et Mercier’) is Richemont’s new Value Proposition’
