PEAKLIFE

A journey began in 1830, it today marks as one of the world’s most sought-after on the wrist. Classic timepieces and defined craftsmanship, modern value and vintage aesthetic – Baume & Mercier rewrite style and design in varying ways.

Visiting India for the very first time, COO Daniel Braillard, Baume & Mercier, lets PEAKLIFE in on the brand’s newest Clifton Collection and their firm strategies venturing in the Indian market.  Take a look:

1.) What was the stepping point for Baume & Mercier?

The most important thing for our brand was definitely the launch of our in-house movement which we did last year – the Baumatic. It is definitely something very special as we have finally found a solution for the big headaches of the mechanical movement which tends to have a sensitivity to magnetism.

2.) Over the years we have seen many Swiss brands have come up with something specific for the Indian Market, for Diwali you did a beautiful Ganesha watch earlier which is a Hindu deity. Is there any such plan for Baume, something specific for the Indian market?

Naturally. We try to have a global effect that would fit for every customer. It’s leading to some very classic Baume watches – style, elegance, and great attention to quality. This is something we pay a lot of attention to – to accept only perfection on the manufacturing of watches of the highest quality. It has been the motto of Baume since the beginning and we continue to pursue it.

3.)The past few years have been tough for the whole industry globally, but Baume has done quite good in numbers. So how do you see India growing being in place in your scheme of things?

As I am always concerned about all markets, I have observed a great development in the long run. It has been slow and irregular but it’s continuing its way. I think the Indian customers are more mature and better informed with newer technologies and they really dig deep in the information that we have online. That's why I think we must offer to all customers whatever the best product is.

4.) Tell us about your association with Ethos as a retail partner.

It has been 15 years of working with them. In the beginning I will say it was a normal retailer and one of our retailers in the world but it’s true we have developed with them a very strong and long relationship. A few years ago, we decided on exclusive distribution in India and it’s done a great development for the country the same as for the retailer.

5.) How’s your journey been with Baume and Mercier and how do you define it?

I started 20 years ago with Baume & Mercier in product development, production and after-sales services which is all very linked and important for me since it’s a complete life cycle with watches. Quality has always been the most important thing for us and we can only move towards with true feedback of the market that comes from after release. Based on that, we learned after years and years to improve all our processes of development, production and all the quality control in between as well as qualifications of the project. We measure in international scales and that serves in the quality of the produce.

6.) People tend to have a certain idea when they do a first watch, and a connoisseur would especially do a second watch. Do you think Baume & Mercier is the first choice or is it the second watch that people buy?

It depends on what level you start. If I talk about luxury watches, I think it may be the first choice. But when you decide to invest a certain amount of money, only you can get affordable Baume & Mercier watches as well. Then we have the content of the watch, mechanical movement, complications, Goldwatcher and such. So you can already get to that point which represents a certain amount of money. For me it’s a very good and wise choice to access to a Swiss luxury watch. I will also say because it’s an international brand with a strong history, we have clients that buy Baume & Mercier not only for the design but because it’ll be followed for years with the brand for servicing the watch and keeping its value.

7.) What is the starting point of price in India and what would be the most expensive?

Starts from around a 100 Euros. (approx. INR 7000). And then it depends on the complication. We have some beautiful watches with high complications like the Perpetual Calendar based on the Baumatic. And then of course there are watches with 24k golden carat. It would be between 20,000 to 45,000 Euros.

8.) What would you say is your closest competitor to Baume & Mercier in terms of watch brands?

There are a lot of other beautiful brands, but the strong players in India for us would be brands like Rado, Longines, Tag Heuer. For Omega, I think today they don’t offer watches at entry price level as we do but these kinds of brands are definitely strong competitors for us.

9.) Has Baume & Mercier established itself as a well-known brand among Indians?

Yes, but there’s been a lot of changes like those in distribution. It makes things go back and forth. Our presence on the market today is we have 20 point of sales in the continent. It is quite smaller, yes, but it gets difficult to get better at this level and it takes a while today to talk about the brands, our work, and our story. We continue to develop our brand with every single run.

10.) Do you plan to sign on an Indian brand ambassador? 

It’s maybe too early now. We are setting up all the distribution now and we will rebuild all the basics and when we will feel strongly, we will certainly invest in advertising.

11.) The economy worldwide has been going down in the past couple of years. What do you think is going to change in your strategy to counter that?

I think for me the biggest change in the last twenty years has been the link in new technologies. This has changed many things in every segment. Talking about product development, new technologies has helped us to do simulation in terms of aesthetics and machinery in ways we can develop a product better. Then it has also brought changes in the distribution commercially everywhere. The way we deal with people and our clients is not the same anymore

In terms of after-sales service, clients are more and more demanding now about it. This is also why we have developed our partnership with Ethos because it will not only give the necessary details but also enough after-sales service to our clients in India.

12.) Lastly, which is your number one market?

It remains Europe, especially Italy, and then the US. I would say we’ve developed more in Europe and the US, and a little bit of Asia then.

Picture Credits: www.baume-et-mercier.com