Why Baume & Mercier Is Betting On India
The bridge-to-luxury segment is emerging as the most lucrative category for Swiss watches in India. Priced between ₹1and 5 lakhs, these products are positioned to serve the ever-growing first-time luxury watch buyers. With young buyers from Tier II and III towns making purchases both offline and online, brands like Baume & Mercier are quickly establishing an ecosystem with tailor-made products,…
Baume & Mercier is optimistic about its future in India, especially with the introduction of their women's collection, Joia. The brand has been pleased with the growth of India's watch market and the positive response to the Joia line, which exceeded expectations. Key figures such as Shreyas Iyer and Janhvi Kapoor have been chosen to represent Baume & Mercier, resonating with the brand's values and attracting young, passionate consumers.
The company plans to focus on elevating its presence in the market, expand distribution, and develop flagship stores in key cities. Performance across various collections has shown a significant shift in the women's segment, with a positive impact on products like Hampton XS and Baumatic line. The brand's unique offering, which balances traditional watchmaking with modern design and technical innovations, is well-received in India.
Baume & Mercier associates its brand with celebration and is eager to integrate this philosophy into their offerings, reflecting the cultural significance of occasions like weddings and graduations in the country.
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