| Paul Mercier and William Baume, co-founders of the prestigious Swiss watch company BAUME & MERCIER, shared the following analysis in 1919: “Women, my friend, women! They want to control their own time too, and not with these ridiculous men’s turnip watches! Thanks to miniaturized movements and the popularization of the wrist version, watches will become real bracelets, true pieces of jewelry. Look at how women are asserting themselves now! The suffragettes in England are asking for the right to vote and the 1910 international women’s conference in Copenhagen demanded the creation of a Women’s Day! I think we are at the very beginning of big changes in this industry that will be an extension of those happening in society. But it is probably still too early. We will talk about it again in five or six years if you are interested.”
Baume & Mercier started its love story with women in the 1920s, when time deserted waistcoat pockets to take its place on the wrist. It was only a step from the first wristwatches to the birth of dainty jewelry watches, and Baume & Mercier proudly blazed this trail by creating distinctive and dainty watches that became genuine adornments. The adverts of the era offered women “Fanciful Timepieces for Ladies”. Considering femininity as an unquenchable source of inspiration, the brand has established enduring yet constantly evolving ties with women. Over the generations, this relationship has become one of heart-felt mutual affection and understanding, expressed and strengthened through a string of creations running from the “Baignoire” launched in 1920, the “Diamant” introduced in 2005, as well as the “Marquise” in the 1940s; the famous “Catwalk” cuff-watch unveiled in 1997; and of “iléa”, designed by a woman for women in 2008.
The internationally acclaimed brand remains totally authentic and profoundly human: Meg Ryan, Kim Basinger, Teri Hatcher and Evangeline Lilly have all embodied the Baume & Mercier vision of timeless and quintessential femininity. Four advertising campaigns from 2006 to 2009 have enabled the brand to commit to supporting causes such as cancer research, childhood education, aid to underprivileged women and the fight against poverty.
To mark the wonderful story with women, Baume & Mercier has launched its new Diamant watch in 2010. Singular and yet multi-facetted, elegant and winning, physical and slender, simple or precious, timeless and more rebellious than ever, the “Diamant” is the epitome of free-spirited femininity. Like active women who pursue several lives in a single day, it is the perfect match for every moment.
Featuring pure, slim lines, sensual curves, this exquisite watch is dressed in a square case in steel or gold, either diamondset or non-set, highlighting its inimitable identity. An oval crown set with an off-centered diamond boasts a signature for this brand’s iconic piece. Embodying the diamond brought within reach by Baume & Mercier, the “Diamant” is a watch that women dare to buy for themselves – thanks to gender equality!
