Richemont has unveiled the latest watch brand to join its illustrious stable — Baume — which is anchored to an innovative mindset and a commitment to create considered design using sustainable, recycled and upcycled materials. “Our goal is to fulfil the utmost standards of quality and craftsmanship, while committing to the power of collaboration within a circular economy,” says Baume brand leader Marie Chassot, whom industry insiders will recognise as Baume & Mercier’s former product marketing director.
Baume starts out with two unisex collections — the Iconic Series and Custom Timepiece Series. The former is the brand’s flagship, crafted as an expression of recycling and upcycling principles. Updated seasonally, this automatic movement timepiece is crafted in aluminium with a 100% recycled PET bracelet, and will be released in a variety of designs, materials and colours.
The Baume Custom Timepiece Series is fully customisable, designed through an online configurator with over 2,000 permutations. Customer collaborators choose case sizes of 35mm or 41mm, components and movements to create thousands of unique designs. The collection offers a wealth of individuality within the Baume aesthetic through a contemporary approach that pairs creativity and functionality while promoting consideration. Co-creation pushes the consumer to ask questions about his/her everyday choices, including a commitment to a better environmental future. Explore this new brand at length on baumewatches.com.