Baume appoints its first retail partner, reversing its original ecommerce-only strategy

Not much has been heard from Baume, a youth-oriented watch brand launched by Richemont last year, but there are increasing signs of activity including a collaboration with Nous, a fledgling Parisian retailer selling contemporary design objects Nous has five stores in Europe and a significant following on social media, which is perhaps why the collaboration appealed to Baume Nous is positioning itself as a strategic point of sale for Baume, an interesting development because the brand was pitched as being an ecommerce-only business when it launched in 2018.

Further evidence, perhaps, that Richemont has realised that it will suffer without strong partnerships with retailers There will be 50 of the Baume x Nous watches made, selling for $630 online in the United States. . Source