Baume & Mericer Taps Gwyneth Paltrow to Launch Revamped Watch Line

January 10, 2011 • Accessories, Celebrity Style

Gwyneth Paltrow

Swiss luxury watches are about to get a lot more chic. 180 year old watch brand Baume & Mercier is currently undergoing a (long overdue?) makeover to revamp its image in a more current way. The new look kicks of January 17 at the SIHH watch fair in Geneva.

There, the redesigned Linea, Capeland and Classima watches (23 styles in all) will be officially unveiled by the label's brand new celeb ambassador, Gwyneth Paltrow. As opposed to an artistic advisor (cough, cough Lindsay) or creative director (ahem, SJP) Paltrow's role will focus on “communication projects," such as Baume & Mercier’s seaside-themed cocktail party at SIHH. The label has also decided to relocate its new image to the Hamptons in New York, a popular Paltrow hangout.

The redesigned Linea watch

The watch house's new marketing strategy comes compliments of Alain Zimmermann, Baume & Mercier’s chief executive officer since Sept. 2009, who realized that Baume & Mercier had “suffered in recent years from a lack of appeal and visibility.” As a result, Zimmermann decided to discontinue the entire collection aside from its bestseller, the Classima, and relaunch the Linea and Capeland collections; the Hampton will relaunch in October.

In response to the recession, Zimmermann also cut the prce point by 40 percent to 1,650 worldwide. The average price of the core pieces ranges from $2,000 to $4,000, with more elaborate styles topping out at $17,890. “Our positioning,” Zimmermann added, “remains as a brand that offers high-quality products with a beautiful design.” Now it will be even easier to pair a timelessly chic Baume & Mercier watch with today's modern, edgy looks.

-Alia Rajput

Article Source: WWD

Photo Source: WWD,

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