Baume & Mercier - New Hamptons Watches in the Hamptons
WORLDTEMPUS - 15 August 2011
At the SIHH in January, Baume & Mercier offered an inviting seaside ambience at its booth while unveiling its new "Life is about Moments" global ad campaign designed to capture life's best times and exude a feeling of casual relaxation, family moments and relationships. The concept was inspired by the Hamptons and embraces seaside living at its best.
Three years in the making, the campaign not only embodies the Hamptons - the seaport towns in Long Island that are famous for their art and cultural diversity - but captures the spirit of authenticity and relaxed sophistication.
According to Alain Zimmermann, CEO of Baume & Mercier, "We have always created watches that define special moments, so with this concept, the idea comes full circle. Life is about moments - with family, friends, relaxing."
Zimmermann adds that the Hamptons has an international background of boating, commerce, and cultural activity like no other place and has become an international name. "The Hamptons may be in America in terms of location," said Zimmermann, "but it is the spirit that is international and that we are bringing to the world."
To confirm this spirit, Baume & Mercier brought journalists from around the world to the Hamptons to experience the great sand dunes, the luxe marshes, the beautiful wood mansions, weathered Adirondack chairs and Victorian porches that are easily witnessed while strolling along the sandy beaches. Seaside living in the Hamptons is about about elegance: yachts, wineries, biking and bonfires. It is about sharing some of the same family values that Baume & Mercier has held since its founding in 1830.
This is the message the brand brings to the forefront in the new Hampton collection - family values, seaside living in elegance and luxury for men and women. The Hampton collection pieces are inspired by a museum piece from the 1940s that was rectangular and generously curved. The new pieces continue this legacy but with updated contours and appeal as well as undertones taken from the Hamptons: gray wood shades recalled in stainless steel and silvered dials; warm sunsets recalled via rose gold.
The men's core pieces include a self-winding model with a small square subsidiary seconds dial at 6 o'clock powered by an ETA 2895 caliber. There is also an automatic chronograph version with square counters with red accents powered by the ETA 2894 caliber. The watches offer Arabic numerals on the dials and feature either black or anthracite colored dials. There are also two true art deco leader pieces with curved case sides and Roman numeral dials. One version is a steel automatic chronograph with an open case back; another is a rose gold version with manual manufacture movement and 42 hours of power reserve.
The ladies core pieces include models adorned with varying degrees of diamonds on the case for sophisticated appeal. The leader piece has a fully set case and lugs with 80 diamonds weighing 1.78 carats; its case back can be personalized with a message. The Hampton collection is elegant, yet comfortable, well executed and chic in style and message - embodying the concept of good moments, like in the Hamptons.
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