The winds of change Think summer

Feel the sun on your skin and the warm breeze through your hair.
Outside, Geneva is freezing, but in the Baume & Mercier salon, it’s celebration time. The history of the Swiss Maison d’Horlogerie founded in 1830 in the Franches Montagnes reads like a true saga. 1918 marks the association of William Baume, a visionary watchmaker, and Paul Mercier, lover of the arts. Their brilliant collaboration takes place during one of the most inspiring eras the world has known, the 1920’s. It is the beginning of leisure time and a certain relaxed lifestyle, both stylish and epicurean.

The Salon International de la Haute Horlogerie (SIHH) 2011 marks the start of a new chapter for Baume & Mercier. The brand will express itself through a new universe: seaside living in The Hamptons, a vision that conveys the brand’s values of the art of living, conviviality, and authenticity.

The ocean in Switzerland

At the occasion of the SIHH in Geneva, Switzerland, Baume & Mercier exclusively invited 950 guests to a spectacular garden party on the beach. 75 tons of sand, 800 square meters of grass, and 7000 hours of work were needed to create a magical atmosphere.

Gwyneth Paltrow as member of the worldwide Baume & Mercier family

Because she gracefully balances her professional and family life, because she is genuine, creative, assertive and caring, Oscar-winning actress Gwyneth Paltrow epitomizes all the admirable values of the Swiss Maison d’Horlogerie.

Artists from all over the world, among them Hollywood actress Emmanuelle Chriqui, French actress Mathilda May, actor, screenwriter and director Vincent Perez, rising Italian stars Laura Chiatti and Valeria Bilello, Russian actress Marina Aleksandrova, Belgian TV anchor Julie Taton, and Swiss supermodel Xenia Tchoumitcheva accepted the invitation to be present at the event alongside Ms. Paltrow on January 17th. Other special guests joined Baume & Mercier on the evening and created even more surprises.

Life is about moments.
The evening unfolded, created and emphasized on moments of pure emotion and on the joy of celebration.
It ended on an exciting note with musical entertainment by the band Time Machine.