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Anders Modig Davin

This year sees several extensions of the Clifton Baumatic, which made quite a splash when it arrived last year. With chronometer precision, five-day power reserve and anti-magnetism starting at just over €2,000 (HK$17,770), this collection is democratising functions that often belong in a higher echelon of horology.
Baume et Mercier shows off its own mechanical self-winding calibre in five Clifton models
In the first decade of the new millennium, several brands turned away from this segment. “But today it is really tough; you have to offer a higher perceived value than before. How? By having 120 hours of power reserve, accuracy, precision, antimagnetic properties, straps or bracelets that are interchangeable without tools, a crystal case back,” says Geoffroy Lefebvre, CEO of Baume et Mercier since June 2018.

The Baumatic received in 2018 not only press accolades, but also commercial success – even in markets which tend to be difficult, such as Japan.
In 2019, the news in the basic core collection is a blue gradient dial, and like with previous models it is available in two versions – one with a COSC-certified movement, and one without. This may come across as somewhat confusing, as it is the same movement, and the same watches, with a price difference of 200 euros. But to Lefebvre, it is about meeting the demands of different markets. Some markets are price-sensitive. Others are more technical and ask for the certification. And some are attracted to the COSC for aesthetic reasons – they like the cross-hairs design on the dial we use to show that a COSC-certified movement is ticking inside the watch.
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One of the talking points at SIHH was, however, the proof of the base movement being extremely suitable for modular complications; for instance, a perpetual calendar. An offer of around €22,500 for a perpetual calendar is, of course, a lot of watch for the money – but still an astronomical sum for clients shopping in the core segment under €4,000. But again, it is part of a strategy. The perpetual calendar shows two things: that we can do high complications, and that the Clifton Baumatic collection is an amazing playground in design.
Today it is really tough; you have to offer a higher perceived value than before. How? By having 120 hours of power reserve, accuracy, precision, antimagnetic properties, straps or bracelets that are interchangeable without tools, a crystal case back
Geoffroy Lefebvre, CEO
However, the high complications will be in really limited series, because that is not primarily what people come to Baume et Mercier for. “But you can consider this a gradual introduction and expansion towards modular complications in the collection,” says Lefebvre.
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The Baumatic has unisex appeal, and with the Classima Lady collection the Year of the Pig also has several new ones directly aimed at the ladies. This collection consists of timepieces focusing on the essentials – time, date and elegant design.

They come with three different dials, including mother-of-pearl, and optional diamond bezels. There are also three sizes: 27mm, 31mm and 34mm; the two smaller sizes can be had with quartz or automatic movements.
When you talk about brick-and-mortar stores, Baume et Mercier’s strategy has been multi-brand stores. They currently have five monobrand boutiques and 1,700 other doors. Thus, a monobrand universe where you can really get to know the customers, who understand the totality of a brand – what Lefebvre refers to as a “wished-for end state” – is a long way away. “Today we have great relationships with retailers, and we receive a lot of feedback from these channels. So opening our own retail is not my priority right now,” says Lefebvre.
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.css-1mniedq{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;} Clifton Baumatic collection extensions are an amazing playground in design

Clifton Baumatic collection extensions are an amazing playground in design