Richemont launches a new watch brand, not acquired but created from scratch. It is called Baume and represents the new entry-level offer within the group. The aim is to reach a new young audience, offering watches made through sustainable production processes, without any use of animal or precious materials and with interchangeable straps made of natural or recycled materials, and with various customisation options through an online configurator. Prices are expected to range from around $560 up to $1,000 and will be available for purchase online. The Baume brand, although 'affiliated' with Baume & Mercier (Marie Chassot, Baume's new brand manger, comes from Baume & Mercier), will operate independently as an e-commerce operation with its own design and product focus.
