Positive fashion: Richemont launches affordable Baume watches
Loving the sound of Richemont’s new brand, Baume watches, a millennial-minded offer that riffs off its recently acquired watch company Baume & Mercier. Marketed as an entirely separate entity, the association with the luxury Swiss line won’t do it any harm.
These are elegant, unfussy watches with interchangable straps made from recycled materials. Sustainable aluminium is used for some of the cases and natural or recycled cork, cotton, linen and PET (recycled plastic) make up the straps and eco brand messaging. Note: no leather. These are animal product-free watches, further flipping the idea of ‘luxury’ and chiming with the recent anti-fur movement in luxury fashion.
Although these watches run on not-so-eco quartz batteries, they’re presented in FSC-certified paper and cardboard – no box or unneccesary additional packaging. While Baume watches are currently designed in Switzerland and assembled at a Richemont facility in the Netherlands, the goal is to have local assembly facilities in each market to reduce carbon footprint.
Baume watches come in two ranges with the customisable ‘Custom Timepiece Series’ range priced at $560-$630. In line with today’s zest for personaliation, you can choose from a variety of sizes, dial layouts, and materials to create your own unique Baume watch. I love these webbing straps, sleek lugs and uncluttered round watch faces. The crown placed at 12pm instead of 3pm may take some getting used to though…
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Baume watches
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