A Swiss Watch That's Not Made in Switzerland

LISTEN TO ARTICLE 4:02 SHARE THIS ARTICLE Facebook Twitter LinkedIn Email Swiss watchmakers like to say they make heirlooms that fathers, mothers, and grandparents will eventually hand down to the kids Richemont, the producer of Cartier and Vacheron Constantin timepieces that can command six-figure prices, is cutting out the middleman with a plan aimed squarely at millennials. The company in May introduced Baume, a new brand that aims to lure younger consumers with watches starting at about $500 by replacing precious materials such as gold and platinum with recycled aluminum and stainless steel Spun off from Richemont’s struggling Baume & Mercier, the brand takes a page from the playbook of Nike Inc, which has allowed consumers to customize sneakers for more than a decade Richemont’s Baume line of watches.

Source: Baume Baume lets buyers create their own designs from a slew of options that can be combined into more than 2,000 variants: the dial . Source