One of the biggest markets for luxury watches and jewelry is Asia. Asian consumers have been buying luxury goods in increasing numbers. For the Swiss luxury company Richemont, and in particular its brand Baume et Mercier, this is extremely good news, as sales have helped the watch brand see new life after being relaunched last January.

This past fall, sales of goods within the Richemont holdings jumped 24 percent over last year to 2.6 billion Euros (about $3.3 billion). The Asian-Pacific market showed significant gains, climbing more than a third to 1.1 billion Euros. Revenue in the Americas climbed 23 percent to 382 million Euros, followed by a 16 percent gain in Europe, up to 914 million Euros. Most of the demand in Asia has come from Hong Kong and China. Richemont’s holdings include Cartier, Vacheron Constantin, Piaget, Jaeger-LeCoultre, Montblanc, and Baume et Mercier.

This is good news for Baume et Mercier, which is on track to break even after a relaunch of the brand last January. Baume et Mercier has had trouble over the past four to five years, losing money for Richemont over that time period. Part of the issue has been that the brand is positioned at the lower end of the the Swiss watch market. Baume et Mercier has seen competition heat up from less expensive brands Omega and TAG Heuer, which have hurt business.

Baume et Mercier, founded in 1830, still has a bit of catching up to do within that Asian markets, at least compared to other brands within the Richemont company. One other area of growth that has potential for the brand is attracting more women, who currently make-up about a third of Baume et Mercier buyers.

Rebuilding and re-branding is not a quick or easy process. Says Baume et Mercier’s chief executive Alain Zimmerman, “We want to improve and make a profit, but we know that at the same time building a brand and bringing a new identity needs investment and time.”

And time will tell how Baume et Mercier will do–not only in the growing Asian market, but beyond.

Baume et Mercier hopes to attract more female buyers with new women's watch collections

The Swatch Group, home to such esteemed brands as Breguet, Blancpain, Tissot, Omega and Tourbillon, had a record year in 2011, posting a sales increase of 21.7 percent and an operating profit of 12.4 percent over the pervious year. Even while European economic turmoil and exchange rates had negative effects on the ultimate bottom line, the watches and jewelry sector still showed a gain of approximately $1.5 billion. According to the Federation of the Swiss Watch Industry, “The group’s leading brands recorded very impressive rates of growth not only in the enlarged China, but also in all other regions and in all price segments. Despite the unfavourable economic situation, the Swatch Group maintained its consistent policy of renouncing short-term price increases, preferring to focus on gains in market share.” Stepping up marketing efforts within the watches and jewelry sector, instead of raising prices, the Swatch Group saw its operating profit grow by 8.4 percent.

LVMH Moët Hennessy Louis Vuitton SA reported sales growth of 16 percent last year, with an operating profit increase of 22 percent and a net profit of $4.12 billion. The watches and jewelry group within LVMH recorded astounding increases of 98 percent in sales and 107 percent in operating profits. (Equating to +23 percent and 41 percent based on comparable structures.) Dedicated consumers in the Western Hemisphere responded well to marketing and innovative additions, while growth in Asian markets added to the LVMH global marketplace. Tag Heuer successfully launched the Mikrograph and Mikrotimer; Hublot introduced a popular new Masterpieces collection; Zenith and Bulgari brought back some well-loved classics.

Tag Heuer Mikrograoh (right) and Mikrotimer (left)

Hublot Masterpiece #1 (on left) and #2 (on right)

Richemont, the Swiss luxury holding company that boasts subsidiaries such as Baume et Mercier, Cartier, Piaget and Montblanc, increased its sales by 33 percent and gross profit by 38 percent – a gain of approximately $1.6 billion. Operating profit grew by nearly double that amount – 63 percent. The highest sales growth occurred in the Asia-Pacific region, at 48 percent (or, by $3.67 billion) and sales in Japan were up by 18 percent. “We will continue to invest in their organic growth through higher levels of capital spending in manufacturing capacity and in the further development of the group’s own retail network,” said Richemont CEO, Johann Rupert. “Particularly in growth markets.” To that end, the company grew its freestanding boutique stores to a total of 876 last year – primarily in growing Asian markets.

While the Asian continent currently represents the largest growth market for the industry, Australia, South America and Africa have also been the focus of luxury brand marketing efforts. Tag Heuer, an LVMH brand that began opening North American retail boutiques only last year, has established stores in Australia, South Africa as well as across the Middle East and India. They have a retail location in Argentina and a customer service location in Chile also, catering to a small but dedicated (and growing) clientele in those regions.

Map of Tag Heuer Brand Boutiques Worldwide

It would certainly seem that a truly global reach is the safest buffer against increasingly unpredictable western markets. But it probably doesn’t hurt to be well known and widely respected for beautiful and high quality products either.

View of the Linea 10017 by Baume & Mercier

As the new year commences, Baume & Mercier decided to bring out a few new additions to their successful Linea Collection.

The woman’s luxury watchmaker is excited to showcase these new watches and add them to an already delightful line of fine timepieces. The Linea Collection is renowned for its high fashion and applicable watches. There is a watch in this collection that will fit any ensemble.

Baume & Mercier has become synonymous with quality since the company was founded in the small Swiss village of Les Bois in 1830. They have been pursuing the height of perfection with their watches.

The new additions to the Linea collection are no different. The Linea Collection line has some interesting aspects to it as well as the desirable quality of craftsmanship. No longer will someone have to choose between a watch dial because of how the strap looks. The Linea lines come equipped with interchangeable straps so the watch can match any occasion. This is a revelation for those who do not wish to purchase multiple watches just to match the outfit they will be wearing. The interchangeable strap is another great feature on an already magnificent line of watches.

The new addition to the Linea Collection line is similar to the original Linea watches, with a few new elements that are sure to inspire anyone who has followed the Linea Collection since its inception.

The newest Linea watches have a diameter of 32 mm for easy viewing of the dial. They also feature automatic movements and sapphire case backings so the owner can gaze into the beautiful watch and see how the components work together perfectly and keep time as well as being a stunning piece of jewelry. The dial is comprised of Gilt hands and Gilt riveted indexes. Its finish is a sun silk satin and snailed silver-colored. It is water resistant up to 50 meters just in case a late night swim because a part of the evening. All the interchangeable straps are polished or satin-finished two-tone accompanied by a triple folding clasp to keep this wonderful timepiece elegantly attached to the wrist.

Baume & Mercier Linea 10015 watch.

This year marks the 25^th anniversary of the Linea Collection line and these new watches are a welcome addition to an already stellar series of timepieces. Baume & Mercier has once again produced beautiful pieces of art which just so happen to also tell time.

Baume et Mercier's new design for the Linea model one of the revamps announced by the company.

Written by: Katie Garren

Watchmaker Baume et Mercier has recently unveiled three re-imagined watch designs for 2012 that are inspired by beach-side living in the Hamptons.  The three models are entitled Linea, Capeland, and Hampton.

The new models are inspired by the values and ambiance of the Hamptons in New York state.  The new line is said to have been influenced by many of the characteristics of Hampton life, including “an underlying value structure of family ties, creative spirit, rich authenticity and relaxing moments,” according to the Baume et Mercier’s press department.  The company goes on to state that the new models, “not only further strengthen Baume et Mercier’s pedigree, but also enhance its internationally recognized status as the watch brand with which to time life’s special moments.”

The Linea model is a re-imagining of a model Baume et Mercier originally released in 1987 which was characterized by a, “dedicat[ion] to timeless elegance and cutting-edge style since its inception.”  For this model, the brand has enhanced their line of 32mm watches to provide more variety.  As the press release states, “Baume & Mercier also unveils a stunning new trapezoidal diamond bezel setting that brings exciting dimension.”  This is supposed to add depth to the watch line.

For the Capeland model, inspiration came from a single-push piece design from 1948. This new model is characterized by a large, round case that offers a distinctive, yet relaxed look.  For the new year, the Capeland has been enhanced with a, “larger case size and new complementary two-tone colors for the dial in the core range.”  This enhances the previous design and creates a distinction from the rest of the brand’s designs.

“Of all of Baume et Mercier’s collections, the Hampton line perhaps most strongly embraces the brand’s inherent DNA and philosophy,” says the company of their new Hampton revamp in a press release. This line is inspired by a piece originating in 1940. It is characterized by a rectangular face and lines inspired by architecture and casual living.  For both the men’s and women’s models, there is an “ergonomic integrated polished and satin-finished bracelet with its new triple folding security clasp, which is not only safer, but also amazing easy to open.”

These new lines add to the excellence of the Baume et Mercier brand.  They are distinct and beautiful models that are inspired by relaxation, family values and creativity. They fit nicely with the company’s established dedication to excellence.

Baume et Mercier has long-standing ties to Love146. Rudy Chavez, President of Baume et Mercier North America, also serves as chairman of the board of Love146. He served as a representative of both organizations at the event. Love146 was founded in 2002 to end sex trafficking and child exploitation around the world. Since then, they have been instrumental in raising awareness, educating children and supporting survivors.

Baume et Mercier’s 2011 Winter Seaside Celebration was held at the luxury watch emporium Tourneau Time Machine in Manhattan on Dec, 1, 2011. Watches were displayed from several prominent luxury brands, including Rolex, Cartier and Patek Philippe. Special edition Baume et Mercier watches, emblazoned with the Love146 logo on the reverse side of the case, were auctioned to benefit the foundation and its efforts.

In partnership with the Love146 foundation, Baume et Mercier commissioned a feature by Pulitzer Prize winning photojournalist Carolyn Cole, currently of the Los Angeles Times. Baume et Mercier sent Cole into Southeast Asia to complete a piece to raise awareness for child trafficking. Her powerful photographs shed light on the crisis of sex trafficking and give fresh importance to the mission of Love146 and other international organizations working to end human exploitation. Cole’s 2008 “Into the Light” photojournalist exhibit was displayed at the Tourneau Time Machine for a limited time following the event.

In attendence at the private event were Baume et Mercier CEO Alain Zimmermann, Tourneau CEO James Seuss and Canadian actress and Love146 supporter Emmanuelle Chriqui. Guests at the Winter Seaside Celebration were entertained with musical performances by The Broadway Dolls, British singer Abigail Zsiga and Love146 co-founder Lamont Hiebert.

At the event, Zimmermann and Seuss presented Love146 with a donation check for $25,000 as a pledge of their ongoing support. “For Baume et Mercier, life is about moments and we’re honored to support Love146′s mission to restore hope to those in a time of need, ” Rudy Chavez said, “I look forward to continuing to shed light on this worthwhile cause.”

Baume et Mercier has a strong bond with Love146 and has hosted several different charity events to benefit the foundation’s efforts. Among them, the 2010 Baume et Mercier charity shopping event offered discounted watches for Valentine’s Day with proceeds going to Love146′s Aftercare Program in the Philippines.

The new Baume et Mercier Capeland model

As many luxury watch aficionados know, last Friday, Jan. 20, marked the conclusion of SIHH, or the Salon International de la Haute Horlogerie. In simplest terms, the SIHH is the annual event in which watchmakers an designers are invited to showcase their latest innovations. To date, the SIHH has held over 20 shows, proving its relevance for the fine watch sector of fashion. At this year’s conference, which took place between Jan. 16-20, one of the industry leaders that grabbed the attention of watch connoisseurs was Baume et Mercier, which introduced a new piece this year.

While SIHH 2011 saw the introduction of Baume & Mercier’s Capeland Flyback Chronograph, SIHH 2012 met a new contender of the collection—the same model with a few tweaks, namely a change in color. The new-yet-classic Capeland bears a black, rather than white, dial face, giving a fresh look to the old timepiece. Further aesthetic adjustments included a new layout with two registers (last year’s had 3) and gilt Breguet style hands that emphasize its vintage feel. The new model is otherwise the same, available in stainless steel or red gold, a diameter of 44 millimeters and thickness of 16 millimeters. The chronograph movement inside is a La Joux-Perret automatic bi-compax complete with flyback and date, and runs at 28,800, and boasts a power-reserve of 48 hours.

The new Baume et Mercier Capeland introduced at this year's SIHH

As a final touch, the piece is appropriately engraved with the Greek letter Phi, a symbol of balance and perfection. The model seems to achieve an equilibrium between loyalty to its past, and functionality in its future. The new Capeland does not stray too far from its ancestor chronograph introduced in 1948, yet it also succeeds in maintaining modern expectations of a luxury timepiece, and a somewhat shocking change in face color.

Presenters in Geneva this year at the 2012 Salon International de la Haute Horlgerie, which takes place in Geneva, Switzerland, were likely not shy to reintroduce themselves to fellow watch manufacturers and designers. The new look seems only to reinforce the poise of a brand that simultaneously upholds its traditional values while sustaining contemporary qualities.

A lot of designers feel that the best time to introduce a new collection is the first part of the year. With the beginning of 2012 still in the present, one can expect to see several new lines coming out. Baume & Mercier happen to be one of those designers who feel that the first of the year is the best time to go public with new luxurious designs.

Baume & Mercier introduce new wrist watches this new year. New Baume & Mercier designs have been added to the Linea collection, the Hampton collection and the Capeland collection. These new luxury wrist watch lines are all Hampton inspired. The elegance and luxurious lifestyle of seaside living is presented through these brand new time pieces in a way that is sure to make every watch guru want to own one.

The Linea collection was first introduced by Baume & Mercier in 1987. The line has come a very long way since then. Watches in this collection are offered with a case diameter measuring at 27 mm or a case diameter measuring at 32 mm.  This 2012, Baume & Mercier added new watches to the 32 mm family, making note of the watches generous size. Also in the Linea collection, Baume & Mercier released a brand new trapezoidal diamond bezel setting, sure to attract many potential buyers.

The Hampton collection is the poster child for the Baume & Mercier brand.  Inspired by a museum piece dating back to the 1940′s, the Hampton collection gives off a sense of fine casual living to those who wear it. The Hampton collection is best known for its noticeably rectangular case that holds a certain vintage look. Before 2012, the men’s Hampton line did not contain a style offering a stainless steel bracelet. To complete the men’s line and to offer another watch to the women’s line, Baume & Mercier is releasing two new automatic models that have an ergonomic integrated polished and satin-finished bracelet with a new triple folding security clasp. The new security clasp is not only very simple to open but also safer.

The Capeland collection is yet another vintage inspired wrist watch line, which seems to be a big trend now in the fashion media. This collection was modeled after a 1948 single-push piece chronograph model. The Capeland collection is best known for its classic styled round case. 2012 has offered many new things to the Copeland collection such as new two toned colors for the dial and the addition of a larger case size.

2012 has been very kind to Baume & Mercier thus far. The luxurious designer brand is off to a great start.

Baume et Mercier's Linea Collection lets wearers become designers

Written by: Vanessa Formato

Baume et Mercier knows a thing or two about what women want. The brand has been making watches for the discerning woman for years, and 2012 will mark the launch of some beautiful and technically impressive new pieces into their Linea line.

One the biggest selling points for the Linea watches is their supreme versatility. Unlike many other watches, the Linea is designed with the wearer’s unique personality in mind. A large number of the watches in the Linea collection feature interchangeable bracelets. Buying a high quality watch can seem like a huge commitment, but the interchangeable band system ensures that buyers will be able to love their watches long into the future. The Linea is a watch that changes with its owner. The new additions to the Linea collection will offer a number of new bracelets.

Perhaps most importantly, Baume et Mercier refuses to sacrifice function for form. Several of the Linea watches come with automatic movements that can be viewed through a sapphire case at the back of the watch. While interest in the inner workings of watches might be stereotyped as masculine, Baume et Mercier is not buying it, and with craftsmanship as excellent as the Linea it would be a shame to hide away the details.

“The new Linea needed to be radically innovative, and not just in terms of its design,” said Alexandre Peraldi, Director of the Baume et Mercier Design Studio according to an article on website Europa Star. “Over the past few years we have seen an increased interest from women for automatic movements. This is hardly surprising, since they involve a fascinating level of craftsmanship and are perfectly in line with the idea of sustainability.”

In 2012, the Linea collection will celebrate its 25th anniversary. Baume et Mercier has been making women’s watches for much longer than 25 years, however, with some of the earliest designs dating back to the 1800s, when founder Louis-Victor Baume created a handmade watch in celebration of his daughter’s communion.

Baume et Mercier is one of the most respected makers of women’s watches around the globe. The luxury watch brand will also be showing its most recent innovations– in men’s watches as well– at SIHH 2012 in Geneva alongside other big names in the watchmaking industry.

Luxury watches are functional as well as being beautiful pieces of wearable art. Most high-end timepieces are attractive but lack durability and resilience for their high price tag.  Baume et Mercier’s classic yet sporty timepieces set the standard for luxury watches for both males and females in the 20th century and continues to set trends in high-end watches.

Baume et Mercier appear to have found the perfect blend of elegance and functionality with the Riviera Sport Chronograph model. The Riviera was first released in 1973 and gained notoriety for being a lavish yet robust chronograph which underwent the ultimate test of durability by being mounted on the wheel of a BMW M1 before the start of the Le Mans 24-hours race.

The Le Mans 24-hour race or 24 Hours of Le Mans is the world’s first sports car endurance race which has been held annually since 1923 in France near the city of Le Mans. This race is universally known as the Grand Prix of Endurance and Efficiency.  Teams must balance speed against the cars’ ability to run continuously for 24 hours without undergoing any mechanical breakdown and manage the cars’ fuel, tires and brakes. The endurance of the drivers is similarly tested as drivers frequently spend shifts of over two hours behind the wheel before stopping in the pits and allowing a relief driver to take over the driving obligations. Drivers then take a quick break to eat and rest and return to drive for yet another shift.

The indestructible Riviera by Baume et Mercier

The Riviera was able to withstand high speeds as well as the pressure of fast acceleration while not being affected by the centrifugal force of spinning wheels, heavy rain, or penetrating heat from the brakes. The watch was able to function with just as much precision at the end as it did in the beginning of the race. Though the Riviera’s resiliency is quite impressive, the timepiece is also extremely attractive. Its casing is in a classic stainless steel with a complementary steel bracelet. The watch bears a unique stainless steel bezel with 15-minute hash marks, has Swiss-automatic movement, and is water resistant up to 330 feet.

Photo of cars in the Le Mans race

The groundbreaking Riviera model was one of the very first steel sports watches to feature a twelve-sided design. The Riviera later became Baume et Mercier’s best-seller and its flagship model for 20 years. Baume et Mercier’s classic watches are definitely an investment piece and although their timepieces are at a higher price point; they will unquestionably remain in demand for their quality craftsmanship and stylish design.

The New, Versatile Linea – MOA10073

The new Linea model, according to Peraldi, embodies elements of a well-adapted lifestyle and relaxed sophistication.

The Linea was first introduced in 1987, a time marked by women’s rights, the advancement of women, fashion and femininity.

The Linea to be released in 2012 will be reminiscent of the original case design and concept.  The new 32 mm timepiece features a case-to-bracelet look that is comfortable and sleek. It features hours, minutes, seconds and date indication. It is made of satin-finished and polished two-tone.

The cool thing about the new Linea is that it is designed with Baume et Mercier’s interchangeable bracelet system, making it a rather versatile watch. It comes with a brown satin strap  for a versatile business / casual / ballroom look, and a two-tone bracelet for a savvy urban classicism look. This new edition is finished in sun satin with silver, and also boasts an open-worked oscillating weight that can be seen through the case back.

The Baume et Mercier Linea MOA10073 ushers in a new ear of feminine beauty in 2012.

The Capeland MOA10068 to be released by Baume and Mercier in 2012

The All New Retro Capeland - MOA10068

The new Capeland, according to Perladi, is made for the adventurous soul who strives for individualism in spirit and style.

Baume et Mercier’s Capeland dates back to 1948, the post-war eera marked by a return to family values, and has been a long-lived line ever since.

The new Capeland is sleek and bold, featuring a black domed dial with tachymeter scale and contrasting gilt.

This watch not only screams retro, but also epitomizes the marriage of form and function through its classic Arabic numerals, telemeter scale and Breguet type hands.

An added plus: it’s designed ergonomically, so that the strap is extremely mobile for your ultimate comfort.

Baume et Mercier Capeland MOA10068 - The beauty for the beast at heart!