The word “Hamptons” is associated with a lifestyle like few places in
the world. Immediately upon hearing the name, visions of sand, surf,
wood decks, casual conversations and laughter come to mind. But do
others around the world understand this seaside living at its finest? It
is Baume & Mercier’s intention to bring a taste of the Hamptons to
the world with its newest global ad campaign, shot on the East End and
kicking off with the tagline, “Life is about moments.”
Nearly three years in the making, the campaign reflects the brand’s
sensibilities, explains Alain Zimmermann, CEO of Baume & Mercier.
“We have always created watches built around lifestyles and
authenticity, watches that are about relaxed sophistication, and we have
the distinction of being a watch that defines special moments. So the
concept comes full circle,” he says. Baume & Mercier
elected to shoot the seaside ad in East Hampton using localmodels to
capture the vibrant attitudes and emotions of the area. According to
Zimmermann, the international pastiche of the Hamptons is ripe with the
kind of cultural activity, artistic savoir faire, sophisticated elegance
and rich family values in keeping with the company’s heritage. “Baume
& Mercier has always been a memory keeper, and we want to go on
marking those occasions with exceptional watches,” says Zimmermann.
To spread the word, Baume & Mercier watches
recently gathered several hundred international journalists in East
Hampton for a few days to form their own impressions of our corner of
the world. Even locals would be envious of the itinerary. Home base was
the Montauk Yacht Club Resort & Marina. Days were filled with
workshops about Baume & Mercier’s inspiration, and attendees visited
the places behind the ad campaign: the Pollock-Krasner House &
Study Center, the former residence and studio of Jackson Pollock;
Montauk Point Lighthouse, whose construction started in 1796; the
Victorian beach home Kilkare House, built in 1879 and whimsically named
for killing one’s cares while at the beach. Activities also included a
Wölffer Estate Vineyard winery tour, horseback riding, surfing,
conservatory painting and more.
The brand also just unveiled its revamped Baume & Mercier Hampton Collection,
inspired by a museum piece from the 1940s. The highly distinctive
rectangular watches exude an Art Deco feel with a generously enhanced
curved sapphire crystal offering modern accents. To conjure the famous
East End light, the brand uses rose gold for its coppery sunset color;
for wood tones, a bit of stainless steel. The collection includes a bold
and beautiful series of self-winding, automatic and chronograph watches
for men, offered with either a bracelet or a top-quality alligator
strap with specially developed water-resistant linings that leave them
supple and comfortable.
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