CORDER'S COLUMN: Richemont makes bold bid for credibility with millennials

CORDER'S COLUMN: Richemont makes bold bid for credibility with millennials

Richemont’s creation of a completely new brand in the form of Baume is a bold and necessary step to appeal directly to a younger audience. Some of the launch language is a little too breathless for my taste, but then I am a generation older than the millennials at whom it is aimed. To recap: Beaume has been created in every respect with modern younger customers in mind It will sell only online; it is made up of four base models that can all be customized and configured on the website; and the designs are all described as ‘genderless’ by the watchmaker. The watches are even promoted as sustainable. “We use no animal-based or precious materials and unused components are recycled or re-used,” says Baume brand leader Marie Chassot. Baume launches with two minimalist collections: the Iconic Series housing Miyota automatic movements and the quartz-based Custom Timepiece Series, each of which will be updated seasonally for customers . More

Popular products near you

Chris Ploof Storm’s Eye Damascus with Stepp...

US $605.00

Liberty Diamonds, Irvine

Hermes Hermes Gambade earrings

US $2,075.00

Hermès Costa Mesa, Costa Mesa

14K White Chatham® Created Alexandrite & 1/8...

US $1,007.74

Medallion Jewelers, Portland

Temple St. Clair 18K Lion Cub Earrings

US $3,450.00

Bloomingdales, North..., Chicago

Popular Posts

BEST FROM: aBlogtoWatch & Friends 30 November, 2019

The last month was pretty exciting because we now have a new titleholder for the most expensive watc...

read more

Sotheby's New York lines up rare Patek Philippe models for December Important Watches auction

The watch auction world's attention shifts to New York this month where Sotheby's hosts its Importan...

read more

Bird Dogs, Penguins & Pirates: The Fantastical World Of Celeste Watch Company

After a successful career as an engineer, Celeste rediscovered her childhood fascination with watche...

read more

The Vacheron Constantin Les Cabinotiers "La Musique Du Temps" Collection (And Other New ...

There are few watchmaking entities in the world capable the kind of high-end, bespoke, and unique wo...

read more

Subscribe to our Newsletter

Get the best news about jewelry and watch industries,products and services