We recently sat down with Michael Guenoun, appointed as CEO of Baume & Mercier last June; it was our chance to ask him three questions regarding the brand and the market scenario.
What do you think of the current market scenario and how Baume & Mercier copes with it?
There is always volatility in the market; however, Baume & Mercier is almost a 200-year-old company, and our key to continuous success has always been consistent with our values: authenticity, audacity, and creativity. Despite the ever-changing trends, we have always been consistent in our work, trying to develop timeless creations, which is key to perpetuating success.
We have been travelling worldwide for Baume & Mercier in the past months, and I was happy to see how our retailers, end consumers, journalists, and partners perceive the same values. They always told us that Baume & Mercier offers high value for money, and we should continue to offer this and invest in quality, something I have learned since I became CEO.
We offer the highest quality in the watch industry and the lowest return rate, too. In brief, we provide high quality, high precision, and value to keep offering an attractive value proposition to our clients. If we keep doing that, we will keep growing and gain market share.
Your offering is well positioned in any product category, whether for men or women. However, one collection is still missing despite one iteration belonging to Riviera: a diving watch
As you mentioned, we already launched a diving watch with the Riviera, which was a strong success and rejuvenated our offering. With its sporty-chic attire, it is a perfect platform for several executions, and diving watches are not uncharted territory for Baume & Mercier.
What is relevant is that we respect our values. However, I don’t know yet if we are legitimate enough to make a pure diving watch; I would not be honest in answering “yes or no” in one go.
The Riviera brings many emotions to the final consumer, and diving is emotional, but it is perhaps too early for that. Nevertheless, I appreciate your advice and feedback.
You have a long-standing experience as a Managing Director. Do you foresee a Baume & Mercier boutique in Italy?
Today, we have twelve mono-brand stores globally, some internal and some in partnership. Therefore, this is not new for Baume & Mercier. Our model remains the multi-brand store, and our strategy is to stay strong with the retailer-based business model and propose equally bold collections for their clients.
We are developing DTCs, meaning “Direct To Customers”, for some of our retailers and boutiques to better understand our end clients and promote close relationships with them. This is especially true, for example, in Italy, where most family-owned businesses have long-established relationships with their clients in big and small towns.
