With nearly 200 years of watchmaking tradition, Baume & Mercier is entering a new phase in its story, marking an important transition in the world of Swiss luxury. The iconic watch brand has recently been sold by the Richemont Group, paving the way for strategic repositioning and renewed global visibility.
Founded in 1830 in the picturesque Swiss Jura region, Baume & Mercier built its reputation on a rare combination of technical precision, timeless elegance, and relative accessibility within the luxury segment. Throughout the 19th century, its pocket watches earned international awards and set high standards in timekeeping, allowing the brand to expand beyond Switzerland and into London, where it captured the British market.
A defining moment came in 1918, when William Baume partnered with Paul Mercier, giving rise to the name that endures today. The fusion of rigorous engineering and artistic sensibility became the hallmark of Baume & Mercier — a philosophy still evident in its most iconic models.
Over the decades, the brand introduced watches that became style references. The Riviera, launched in the 1970s, stood out as one of the earliest steel sports watches, while more recent collections such as Clifton and Classima have kept classic traditions alive with a contemporary interpretation.
Despite its strong heritage, Baume & Mercier has long positioned itself as an elegant entry point into luxury watchmaking, offering sophisticated pieces without the astronomical prices often associated with haute horology.
In January 2026, the brand opened a new chapter when it was acquired by the Damiani Group, a historic name in Italian fine jewellery. The move signals a renewed focus on Baume & Mercier’s distinct identity, now supported by a group that values craftsmanship, design, and family tradition.
Expectations are high that the new ownership will enhance the brand’s international profile, with a carefully planned expansion of mono-brand boutiques and a closer connection to audiences seeking understated luxury, heritage, and authenticity.
For watch enthusiasts — and lovers of style — Baume & Mercier remains a reminder that true luxury lies in the balance between heritage, design, and functionality. And after nearly two centuries, the Swiss brand shows there is still plenty of time ahead.
28/01/2026
