Re-branding is underway at Baume & Mercier. As follows:

• revolutionize the brand’s image and communication strategy
• get rid of ‘sporty’ timepieces (Riviera’s out…)
• emphasize the round case
• add on (complications)

They’re moving upmarket. Baume & Mercier first added two new models to its portfolio (Capeland and Clifton, the latter just unveiled at this year’s SIHH), with a very sleek design (and perfect proportions in our humble opinion). Then they decided to improve movement intensity.

And finally they came out with their latest release, which we were able to personally verify, the Baume & Mercier Capeland Worldtimer.

If you are not familiar with the term “Worldtimer“, here is a brief explanation: it’s a timepiece that provides you with a 24- hour time zone visualization at a glance – perfect for a globetrotter.

Who is usually the type of person searching for the perfect blend of form and function. Which may be the reason for the boom experienced by this kind of complication over the past three years, and why such renowned brands as IWC and Breitling, for example, have added a worldtimer to their product portfolio (Alpina too has joined the party with a very attractive model).

But though the sister company of the Richemont group (IWC) is offering a somewhat sporty model as part of the Pilot‘s Watch collection, the Baume & Mercier Capeland Worldtimer may be regarded as a ready-to-wear worldtimer:

Large, round case (44mm wide), “glass box” sapphire crystal, bright dial with Breguet hands, glossy bezel, transparent case back, tang buckle and superior wrist comfort.

What distinguishes it from the Breitling model, is the hour visualization; the Baume & Mercier Capeland Worldtimer boasts a fixed external ring containing 24 cities and an internal 24 hour ring, for both day and night hours.

Just rotate the crown downward, set the hour ring to your preferred city, rotate the crown upward and hence read the hour in 24 locations.

We strongly recommend you to go to your nearest dealer for a hands-on test: the finish is exquisite, wrist comfort is superior. Our thanks to Bruno & Pisano Orologi, the prestigious high-end wristwatches boutique located in Naples.

(Photo credit: Horbiter®)

Gaetano C @Horbiter®