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BAUME ET MERCIER REVEALS ALL ITS PROMESSE TO THE WORLD

June 2014



Baume et Mercier Promesse launch event baumeetmercier news eventlocation v02 FR

It was eagerly awaited and on June 5th, in the course of a sparkling Parisian evening, Baume & Mercier raised the veil on its new ladies’ collection that certainly lived up to all its Promesse.


Baume & Mercier introduced a new women's watch collection, Promesse, its first new women's offering in nearly a decade. Since the beginning of June, in the course of sparkling evenings in Paris, Milan, London, New-York, Munich or Madrid, the collection was revealed to energetic crowds of who's who in the media, as well as notable celebrities and influencers.

A tribute to women

Beauty and elegance were the order of these events Baume & Mercier hosted for its guests in prestigious places:  refined setting of an urban mansion in the heart of the Parisian district known as Le Marais, Milan’s most prestigious old theatres, Gotham Hall in NYC, Institute of Contemporary Arts in London…etc.

Upon arrival, each guest and VIP was given a personal key and padlock, prior to taking part in glamorous photo shoots. Everyone was subsequently invited to place a promise on enormous fresco created by a graffiti artist and placed on the stage, simultaneously attaching his or her padlock to a wall and slipping the key into the “lucky box”. The guests then took a trip into Baume & Mercier’s feminine universe through an exhibition entitled A feminine story, a rich history, accompanied by music and champagne bubbles. Seven display windows, akin to curiosity cabinets, illustrated seven highlights in the history of women, partnered with emblematic watches created for them by the Swiss watchmaker, including the La Marquise on a “bangle” bracelet, the futuristic Galaxie, the subtle Etrier watch, the very trendy Catwalk and the versatile Linea, each representing its era.

A festival brimming with emotions

The evenings unfolded in a flurry of intense emotion, almost like a firework display: Alain Zimmermann, CEO Baume & Mercier and Brand Managers, paid tribute to feminine elegance and welcomed a flamboyant patroness in each evening: beautiful actress Audrey Fleurot in Paris, actress Jessica Pare in NYC- of the critically acclaimed, Emmy® winning AMC Original Series, Mad Men, and also the talented singer Nina Zilli in Milan were among others. These stunning guests were a welcomed addition to the events as they embody many of the characteristics of the new collection - femininity, glamour, sophistication and a bit of whimsy.

A name full of Promesse

A symbol of deep feelings, like these extraordinary celebratory evenings, Baume & Mercier’s new ladies’ collection, born of the integration of an oval shape in a round shape, encapsulates enduring and powerful ties with the landmarks in a lifetime. Its name carrying strong emotional connotations is in and of itself an encouragement to make a vow, to celebrate a loving pledge, an anniversary, a birth or any other unforgettable moment of joy. Classic, accessible, brimming with intense appeal and a wealth of subtle details, its resolutely stylish design will light up the days and nights of elegant women the world over. Is that not the most beautiful PROMESSE one could possibly imagine?



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