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
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