Baume & Mercier, a well-known Swiss watch brand, has a history of 186 years. It has always given us a low-key and elegant brand image, such as a modest gentleman, entering China Vision of table fans. Not long ago, Baume & Mercier held the world premiere press conference of its Clayton series perpetual calendar watches in Beijing. Taking this opportunity, the editor of the watch house interviewed Mr. Alain Zimmermann, CEO of Baume & Mercier. Let’s listen to Mr. Alain Zimmermann’s comments Relevant strategies and development plans made by the Baume & Mercier brand in the future:
Watch House: In recent years, the continued downturn in the Asian market has affected the entire watch industry. How does Baume & Mercier view this situation? What focus will brands have on China?
Mr. Alain Zimmermann: In fact, the global environment of the entire global market has been affected. This is also a necessary stage of market development. Just like the peak and valley curve, there are climaxes and inevitability, so it is not necessary to face such situations. Frustrated, we see it as a new opportunity. In the past three years, our investment in the market has also increased year by year. The Chinese market has developed too fast earlier. It may take 20 years for Europe, but it only took 2 years for China to figure out the situation in the watchmaking industry. I think China’s new middle class is on the rise. They will explore the story behind the brand. After we entered China, we launched different brand education to familiarize everyone with the famous brand with a history of 186 years. This is the first. Secondly, of course, the situation of our watches, not only to ensure high quality, but also to pay attention to the diversity of products, but also to expand the brand’s publicity.
Home of Watches: At present, many high-end watch brands have turned to the communication and marketing of the Internet. Baume & Mercier brands have also made some attempts this year. What do you think of the Internet model of high-end watches?
Mr. Alain Zimmermann: The Internet model has become more and more important in people’s lives. Young consumers have become very accustomed to obtaining information from the Internet. The Internet is also a communication method that integrates traditional newspapers, radio, and television. It is rich in content and classified Fine, users can quickly get the information they need. Then I think that Internet communication will be a very important part in the future. Users can inquire about everything including brand history, product information, product quotes, after-sales service, etc. on the Baume & Mercier brand through the Internet, making purchasing easier. I Personally also expressed great recognition.
Watch House: Baume & Mercier watches have always given the impression of simplicity and low-key introversion. Relatively speaking, there are not many complication watches. Will Baume & Mercier focus on creating complication watches in the future?
Mr. Alain Zimmermann: In fact, Baume & Mercier has been creating complication watches since its birth in 1830. It has a history of 186 years, but we have not made it an important product line for promotion. Baume & Mercier regards ‘condensing precious moments’ as the brand’s motto. It is more about trying to spread the low-key elegant image as you said. It appears at important moments in life such as weddings, celebrations, birthdays, etc. Our watches have superior quality and affordable prices. , Suitable for those who do not pursue complex functions to buy. Of course, we have never stopped our efforts in advanced complex craftsmanship. Today you will see a brand new watch with ultra-complex functions (baumeshi Crichton series MOA10306 perpetual calendar watch).
Watch House: From SIHH’s new products in the past two years, it is not difficult to find that Baume & Mercier pays more attention to the development of women’s watches, and has indeed achieved good results. What do you think of the current female consumer group?
Mr. Alain Zimmermann: Yes, women’s watches have been made since the brand was founded. It can be said that they are the earliest brands involved in women’s watches in the watch industry. Baume & Mercier has always regarded women’s watches as an important development direction. In addition to Lingni, Crichton and other women’s watch series, it has launched a new agreement series. More than just a tool for timing.