Founded in 1830, Baume & Mercier continues to position its timepieces as markers of significant personal and shared moments. Across its collections, the brand links its watches to milestones, achievements, and life transitions.

This approach carries into its latest campaign, which focuses on themes of connection, individuality, and shared experience. The campaign adopts a clear editorial direction, using light, texture, and film grain to create depth. Each collection is presented through curated settings and styling that reinforce its identity, supported by a color palette of blue, green, and violet that reflects a balance between heritage and contemporary design.

As part of this strategy, Baume & Mercier introduced the Joia de Baume & Mercier collection in 2026, targeting a modern, style-conscious female audience. The launch builds on the brand’s long-standing focus on women’s watchmaking, combining contemporary aesthetics with traditional craftsmanship.

The collection includes four initial models, including references M0A10847, M0A10848, and M0A10849. Each features a 28mm case with a streamlined, lug-free design that emphasizes refined proportions and a jewelry-inspired look. Designed to move between casual and formal settings, the watches include details such as a black agate-set crown and sun-satin dials. Interchangeable leather straps in multiple colors add versatility and personalization.

Alongside these, the brand has unveiled a limited-production piece, reference M0A10850, positioned as the flagship of the Joia line. Inspired by a design from the 1980s, the watch features a 24mm case set with 40 brilliant-cut diamonds on the bezel. A silvery dial with criss-crossed satin finishes and a refined bracelet design highlights the brand’s continued focus on craftsmanship and heritage.

In parallel, Baume & Mercier has expanded its men’s range with the Riviera 73, a contemporary reinterpretation of the original 1973 model. The design retains its signature dodecagonal case and geometric identity.

The new references M0A10844, M0A10845, and M0A10846 feature 39mm quartz cases with a slim 7.7mm profile. A screw-free dodecagonal bezel and wider dial opening reinforce a refined yet sporty aesthetic, while the case back is engraved with “73” and vertical stripes, referencing its nautical roots.

Originally introduced in 1973, the Riviera has evolved through multiple iterations with updated materials and movements. The Riviera 73 continues this progression by reinterpreting the collection’s original design codes in a contemporary format. Alongside the Joia collection, it reflects the brand’s ongoing focus on aligning heritage with modern design across both men’s and women’s segments.