Baume & Mercier has participated in the ‘Watches and Miracles’ Asia’s High-end Watch Fair for the third consecutive year. This exhibition is celebrating the 185th anniversary of the establishment of the brand. Legacy and fine watchmaking show. The Watch House also interviewed Ms. Sandrine, Director of Marketing and Communications of the Baume & Mercier brand, and listened to her to talk about some views on the Baume & Mercier watch.
Watch House: If you summarize the characteristics of the Baume & Mercier watch with a few keywords, which words would you choose?
Ms. Sandrine: The first is celebration. We want to be a companion to our customers, and celebrate the special moments of life, such as weddings, new students, etc., with a gift from Baume & Mercier. The second word is inheritance. As one of the seven oldest historical brands in watchmaking, we always uphold the long history and ancient watchmaking skills of celebrities.
Watch House: What is your favorite collection of Baume & Mercier watches?
Ms. Sandrine: I personally like the new design of the Chrysmer women’s watch series. It is our re-interpretation of some new women’s round watches on SIHH this year. These 36.5mm women’s watches are aimed at a younger group of female consumers.
Watch House: Where will the development of Baume & Mercier watch go?
Ms. Sandrine: First of all, we will continue to develop in cooperation with distributors, communication and product promotion. Of course, we will further enhance the brand’s popularity, especially in the Chinese market. . We will carry out publicity through more forms of media cooperation and outdoor promotion. The second is to increase the brand’s appeal and visibility through the core concept and key points of the celebration. The last point is that we want to share more brand stories. Whether through the connection between antique models and the latest models, or through some limited or special models, such as the Cobra Cobra Extreme Racing limited edition models we launched this year, we can more interact and communicate with customers.
Watch House: Are these plans ready for implementation next year or are they already being implemented? I feel that Baume & Mercier’s promotion in the Chinese market is not particularly strong this year.
Ms. Sandrine: You are right, many of our current investments are mostly outdoor, such as outdoor investment in major cities (Beijing, Shanghai, Chengdu, etc.) and major airports. At present, we will carry out outdoor advertising in accordance with the priority to achieve the continuity of brand exposure.
Watch House: Would you consider internet media?
Ms. Sandrine: I think this is an area that all luxury brands will target in the future. We are working hard to expand the brand’s community on Facebook, Instagram, WeChat and Weibo, and strive to add more content and information, which is the strategy we need to continue.
Watch House: In addition to advertising, will there be any major actions for Baume & Mercier in the future?
Ms. Sandrine: Although we chose to celebrate the core message of this globally unified brand for promotion, it is very easy for everyone to understand and accept. But we think it’s also important to choose a brand spokesperson to interpret the brand’s ‘celebration’ concept. So we are now looking for a suitable spokesperson, hoping that he can better interpret the message of ‘celebration’ in order to strengthen the brand’s position in the Chinese market. The spokesperson already has a goal, but it still needs to be kept secret. If it goes well, there will be good news at the end of the year.