Life is all about those special moments spent with the most significant people in our lives, and Baume & Mercier have dedicated themselves to celebrating these cherished instances. As part of this promise, Baume & Mercier recently collaborated with its agents in Kuwait, prominent Retail Group, Morad Yusuf Behbehani to launch the Promesse collection. We speak to Mr. Stanislas Rambaud, Baume & Mercier’s Brand Manager for the Middle East Region and India, to learn more about this special collection. Prior to taking on the role of Brand Manager, Mr. Rambaud has extensively worked with IWC for 7 years.

Hi Stanislas! Can you tell us a little bit more about your new role with Baume & Mercier?

It feels fantastic to focus on Baume & Mercier and we’ve collectively accomplished a lot over the last year and a half. We are definitely heading to the next level, this is an exciting time for Baume & Mercier.

What’s so special about the new women’s collection, Promesse and how would you describe the collection?

This collection is first and foremost geared toward women. Given the heritage that is shared between Baume & Mercier and their esteemed female clientele, the brand has enjoyed an experience of more than 100 years of manufacturing and designing watches for women, and Promesse arrives to solidify this relationship.

We are essentially going back to the roots of the brand, and the design of the collection is extremely special. The collection is available in two extremely feminine 30 mm and 34 mm sizes; Promesse transforms time into a subtly perceptible vibration. The curves of the bracelet harmoniously reflect those of the polished steel case. A Swiss made quartz caliber or a mechanical self-winding movement drives this elegantly understated and refined watch. The classic shape of the Promesse collection is enhanced with a precious touch by enhancing its oval bezel with mother-of pearl, capping it with 18K red gold or gracefully highlighting the design by setting it with diamonds.

The pure, delicate and contemporary silver-colored dial with its “drapé guilloché’’ decor or carved in shimmering azure mother-of-pearl, provides an eminently readable display of time with the help of Roman numerals and indexes. The unlimited piece that is set with diamonds, for instance, is very emblematic and luxurious, while other styles from Promesse can be more casual. This makes Promesse an extremely versatile collection, highlighted by Baume & Mercier’s promise of understated luxury.

The collection is also versatile in terms of its different style offerings, with styles for different price points. We go above and beyond the notion of jewelry watches; the idea is to present different price ranges that all share a similar classic design, yet precious and luxurious elements make for everyday luxury.

What is the inspiration behind this collection, and what type of woman would select a timepiece from Promesse?

It is definitely inspired by women, specifically the female Baume & Mercier customer. While the original Promesse, first emerged in the 70s as a classic, precious watch conveying a strong emotional charge, the new Promesse collection is the recognizable descendant of a 1970s model from the Baume & Mercier museum collection. What we have recently launched is completely new and unique to today’s modern woman. The young professional, to the conservative type of woman who is looking for that special investment piece, we are hoping to engage women aged 25-45 years old.

The name of the collection also speaks miles of what we wish to communicate through this collection. Promesse or promise, as a name, also resounds with women, delivering a promise of luxury and commitment to effortless style, and the name also speaks to our values, what we wish to communicate today. We want to be the brand that celebrates the important moments in life, to share in our customers’ experiences.

With the rise of digital, or smart watches that deliver on design and technology, how does B&M compete?

First of all, we can’t quite say that we are competing with this market; we’re definitely not intimated. If you take any smart device, for instance, you are constantly changing this device to stay up to date, and the same thought process can be applied to the Smart Watch. It’s meant to be changed. A timepiece, however, is meant to be kept and to be passed on to generations. I think that the fact that young people don’t wear anything on their wrists anymore can actually change with the smart watch. Once they get used to the notion of having something to wear on their wrists, this habit will transition them into wanting to wear a more luxurious or more precious timepiece, and that will eventually lead us to new customers.

You can shop Baume & Mercier at select Behbehani showrooms including Al Hamra Luxury Center, The Avenues, Behbehani Complex, Marina Mall, Souq Sharq and Salhiya Complex.