Emirates Man

Under the stewardship of CEO Michael Guenoun, Swiss watchmaker Baume & Mercier is positioning itself as the brand that celebrates meaningful moments in people’s lives and marks important milestones. Here, he reflects on authenticity, endurance, and why ‘meaning’ matters so much to today’s well-informed and emotionally attuned collectors.

You recently unveiled several new creations at Watches & Wonders 2026. Could you share a few insights into these novelties and tell us which one you feel best represents the essence of Baume & Mercier?
We were proud to unveil novelties that are both modern and rooted in our heritage. This included the new Joia de Baume & Mercier collection, entirely dedicated to women and inspired by an iconic model from the 1980s. We also expanded the Riviera line with the new Riviera 73, combining a refined, elegant look with design cues from the original 1973 model. Finally, if I had to highlight one piece that best represents Baume & Mercier, it would be the new Clifton 10870. It perfectly illustrates our watchmaking expertise, featuring our manufacture Baumatic movement while embracing a modern touch through its distinctive ice-blue dial.

For many collectors, Baume & Mercier has historically been a gateway into serious Swiss watchmaking. Is that still the ambition. Or are you redefining what the brand stands for?
Are there challenges to this ‘accessible luxury’ positioning today? At Baume & Mercier, we are proud to have nearly 200 years of heritage and remain deeply committed to honoring the values of our founders. We have always been a Maison of celebration – our timepieces are chosen to mark life’s defining milestones. For many, we represent their first fine Swiss mechanical watch. This role carries responsibility, and we embrace it with sincerity, preserving true quality within our timepieces.

Having led TimeVallée, you’ve observed how clients behave across multiple maisons. What misconceptions do brands often have about today’s watch buyer?
People often underestimate how informed and emotionally driven today’s clients are. They are not simply purchasing a product; they are investing in meaning, craftsmanship, and long-term value. The modern watch buyer seeks authenticity and coherence – they quickly recognize when a brand’s narrative does not align with its actions. At Baume & Mercier, our enduring connection with clients is rooted in celebration and genuine authenticity. That emotional dimension makes all the difference.

When you look at Baume & Mercier’s 196- year history, what part of its DNA feels most underexploited today?
If I look at our history, what strikes me is the remarkable consistency of our values. Since 1830, our motto “Accept only perfection, only manufacture watches of the highest quality” has guided every creation. This pursuit of excellence naturally evolved into a distinctive balance between horology and design, shaped by the 1918 encounter between William Baume and Paul Mercier. Another powerful chapter is our pioneering role in women’s watchmaking since the 1920s – a field where our legitimacy is profound, and one we intend to further elevate in the years to come.

Baume & Mercier occupies a very interesting space between accessibility and high horology. How do you maintain mechanical credibility while staying true to a philosophy of attainable elegance?
Mechanical credibility comes from substance. Our Baumatic manufacture movement, with a 5-day power reserve and an 8-year warranty, is a perfect illustration of our standards and long-term vision. It powers several models within the Riviera collection and the entire Clifton line, reflecting our commitment to performance and reliability. Our motto – “Accept only perfection” – is not a slogan; it is a daily commitment to quality, precision, and reliability. We ensure that attainable elegance never means compromising on technical excellence at Baume & Mercier.

The Middle East has a strong appetite for distinctive yet wearable luxury. How important is this region in Baume & Mercier’s growth ambitions over the next five years?
The Middle East is a key region for our future growth. Clients here combine deep horological knowledge with a strong sensitivity to heritage, craftsmanship, and distinctive design, values that resonate perfectly with Baume & Mercier. Our authentic Swiss patrimony, sense of celebration, and refined yet distinctive aesthetic align naturally with this region. We see significant potential not only in distribution, but also in building long-term emotional connections with a new generation of collectors.

Lastly, what can watch enthusiasts look forward to from Baume and Mercier over the coming year?
In the year ahead, you can expect us to enhance what has defined Baume & Mercier for nearly two centuries: celebrating meaningful moments through watches of uncompromising quality. We will continue to build on our heritage, further develop our Baumatic movement and reinforce our presence in women’s watchmaking with a renewed and ambitious offering. Above all, we will continue to draw inspiration from our archives while bringing contemporary relevance – ensuring each new creation carries both meaning and modernity.

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Images: Supplied