Linea

As the year 2012 unfolds, Baume & Mercier is firmly entrenched in its new territory of seaside living in the Hamptons. With the Hamptons embodying an underlying value structure of family ties, creative spirit, rich authenticity and relaxing moments – it is the perfect backdrop to underscore Baume & Mercier’s coinciding core DNA and philosophies, and to reinforce its commitment to style, quality and technical expertise. 

Since its founding in 1830, Baume & Mercier has been dedicated to innovation and watchmaking excellence, and has quickly garnered international recognition as the watch brand with which to celebrate life’s special moments. Today, the brand continues with its design creed, artfully rising to the challenge of creating affordable luxury timepieces that are inherently powerful and enticing – inside and out. 

The newest watches released for 2012 incorporate key design elements and reflect the brand’s prolific abilities in product development and execution. In fact, Baume & Mercier employs a triple-tier system for product development that blends market research, creative conceptualization and technical application. The result is embodied in remarkable high-quality, harmoniously balanced timepieces. 

Baume & Mercier’s unique style is evident in many important signature watch details, including ergonomic lines, and warm, earthy tones that reflect the brand’s territory, and are included in each collection -- with perhaps the strongest portrayal in the historically inspired, recently revamped Hampton collection. Additionally, the brand adeptly personifies its creativity and forward-thinking visions in its newest ultra-feminine Linea pieces. Linea collection is the essence of versatility, thanks to its interchangeable straps, and to the brand’s new infusion of fashion-forward color choices, with seasonal changes. Also, with the addition of automatic models, and of a strikingly alluring trapezoid bezel setting on some creations —this line becomes, more than ever before, one for women to wear exactly as they want in order to make their own personal statement of individuality. 

Technical excellence reigns in the company’s newest additions to the adventurous, sporty-chic Capeland series and in the Classima lines. In each of these, Baume & Mercier pushes the envelope, adding important watchmaking characteristics that underline its dedication to precision and quality. Sapphire case backs, varied case sizes, more top-quality automatic calibers, and the addition of attractive functions such as flyback chronographs on some newest renditions. The new watches for 2012 not only further strengthen Baume & Mercier’s pedigree, but also enhance its internationally recognized status as the watch brand with which to time life’s special moments.  

A behind-the-scenes backstage look at the involved procedures this legendary Maison employs when developing its timepieces, or collections, demonstrates both its centuries of expertise and knowledge, and its visionary approach. 

In fact, the detailed product development process at Baume & Mercier is a complex cohesion of research, imaginative expertise and technical application. The triangular- shaped process that eventually evolves into the top-quality, reliable and alluring Baume & Mercier collections begins in the market research realm, and then expands to creative design and into the technical development and assembling of components. 

Walking backstage, through the halls of the Baume & Mercier Maison d’Horlogerie is a magnificent blend of heritage and modernity, of authenticity and creativity. The heartbeat of production begins in the state-of-the-art marketing department, where complete analysis is implemented based on trends in design, lifestyle, and watchmaking. Naturally, this luxury brand – which has been catering to the needs and demands of its customers for 182 years – also takes into account customer preferences and predilections. Together, this team analyzes the research, seeking to employ the strongest results in terms of timepiece elements such as functions, themes and styling. 

The proficient marketing team, empowered by its research and investigation, embarks on an overall strategy for new product direction. Not only does this department determine which of the new creations are destined to become best-sellers, but also it examines existing collections – seeking always to enhance or reduce a series in order to continually improve and better satiate customers. When satisfied with the plans for the ensuing year, the marketing team assembles a detailed brief for the design team. 

Working harmoniously together, the design team concisely interprets and translates the marketing analysis, developing visionary product concepts. The design team at Baume & Mercier travels the world for inspiration, considers the changing lifestyles of its customers and regularly explores new dimensions of colors, shapes, sizes and functions. It then brings together its knowledge and design expertise into new and inventive products. Indeed, design of a watch, or a series of watches, is an artful work – a labyrinth of creative energy grounded in reality, with a touch of unparalleled individuality.  

The result of the design team – developed via a harmonious cross expertise of departments – breathes life in the technical development department. Here, the technical craftsmen and women – masters of their horological trade – re-interpret yet again the product vision. Here, the department examines the feasibility of the functions, shapes, finishes and accent pieces such as dials, hands, bracelets, etc. This department develops the tools that will enable the masterpieces to finally take shape and become reality. This triangular-shaped journey for developing a collection is, in a sense, a passionate triumvirate of knowledge, imagination and excellence. 

New Linea embraces design, versatility 

Dedicated to timeless elegance and cutting-edge style since its inception, Baume & Mercier could have sensed when it unveiled its first sensual Linea in 1987 that the watch was predestined for eminence. The 12 hour markers engraved on the bezel of Linea timepieces gave it an immediately identifiable presence – the lineage of which is carried on today. Indeed, the fabulous Linea – a harmonious blend of style and femininity – personifies individuality and taste. 

Endowed with many wonderful surprises in design and execution, this graciously curved round watch offers an evocative silhouette with which women can easily identify. Additionally, the Linea is one of the most versatile collections thanks to its beautifully integrated interchangeable straps. The incredibly easy-to-use interchangeable strap system, and its regularly updated strap color and leather/satin choices, makes this one of the most pleasant-to-wear-everyday watches. For those who love the look of metal, the brand also offers an artful, interchangeable stainless steel bracelet with polished and satined finished links and a smoothly integrated case-to-bracelet look. The bracelet features a triple folding security clasp and exudes a sense of chic styling and superb comfort. Like women, with their complex creative spirits, the Linea in all its sizes and diamond-set versions, embodies many moods. It can be playful or seductive, elegant or demur, serious or fanciful – but always timeless. This watch is true to form: “My Linea; I wear it like this.” 

On cue for 2012, Baume & Mercier enhances the 32mm family to offer even more selection with emphasis placed on this generous size. Understanding that women of today also desire sophisticated mechanics, the brand complements its 32mm quartz models with new automatic editions that complete the existing offering. What’s more, it has enhanced these versions with sapphire case backs for viewing the elegantly finished movement. Adding new depth to the line, Baume & Mercier also unveils a stunning new trapezoidal diamond bezel setting that brings exciting dimension. The contrast between round case and geometric diamond bezel is just one more demonstration of the many moods of Linea – interpreted beautifully. The new 32mm Linea quartz and automatic watches, offered in stainless steel, or in two-tone, feature various diamond settings ranging from diamond-adorned dial, to lightly diamond-set case, or a fully bedecked diamond case for ultimate shimmer. Finally, the newly proposed two-tone 32mm Linea watches will be sold with an additional interchangeable brown satin strap for alluring appeal. 

While Baume & Mercier is known for timing life’s moments, each of its collections also enjoys a specific and important moment in the development stage. In the 2012 Linea unveilings, that significant moment emerged in the marketing expertise in the triangular- development process. In fact, it was the input from the marketing team that led the brand to launch its new 32mm Linea in automatic. The team also suggested that two- tone models be accompanied by an additional rich brown satin strap. What’s more, their vision prompted further underscoring of Linea’s versatility with the addition of a seasonal interchangeable strap offering for the 27mm pieces. Twice a year, according to fashion trends, new seasonally inspired colored straps will make their debut – enabling women to further enhance their Linea wardrobe and their own timeless style. The result of this significant marketing moment in development: today’s Linea is fully equipped to appeal to today’s active, creative, open-minded and sophisticated women.  

The slightly diamond embellished Linea quartz 32mm reference 10071 naturally embodies all of the features and functions of its siblings, but is majestically built with a mother-of-pearl dial with snailed zones and riveted indexes. The case on this piece is elegantly bedecked with 10 diamonds weighing 0.18 carats. The additional strap for this piece is black satin.