Baume & Mercier collection 2009

NEWS FACES, ENDURING VALUES

Baume & Mercier & Me, the slogan adopted by the Swiss watch brand Baume & Mercier, is embodied this year by two new personalities with which it shares many similarities: internationally recognized, while remaining totally authentic and profoundly human.

Actress Evangeline Lilly (Lost) and actor David Duchovny (X-Files) are associating with the fourth edition of the Baume & Mercier & Me campaign, representing the Geneva-based brand in order to join it in supporting charity projects. All royalties for the two celebrities, as well as those of photographers Michael O’Neill and Markus Klinko & Indrani who shot their portraits, are donated to charities selected in cooperation with Evangeline Lilly and David Duchovny. The causes supported by this campaign include cancer research, child education, helping underprivileged women and the struggle against poverty

This campaign enables Baume & Mercier to convey, in an authentically committed manner, the three values forming the essence of its brand identity: proximity, authenticity and creativity.

Proximity through the association with famous personalities well-known to the general public, who nonetheless remain accessible and are prepared to engage in helping others. In the same way, within the world of luxury watchmaking, Baume & Mercier has managed to remain an accessible brand producing watches that become intimate possessions for their owners. Therein lies the true meaning of the slogan Baume & Mercier & Me. These close ties are visually illustrated by the close-up shots of Evangeline Lilly and David Duchovny, who reveal themselves without artifice, as they are in daily life, in order to serve good causes that touch them profoundly.

Authenticity through an approach based on heart-felt values: the personalities who take part in the Baume & Mercier & Me campaign do so pro bono, in order to serve noble causes they share with the brand. This authenticity echoes that which undergirds Baume & Mercier’s entire approach to watchmaking, building on 179 years of uninterrupted history and expertise to craft genuine Swiss watches. Creativity through a new and unprecedented relationship between a watch brand and its ambassadors. Exactly like the technical and aesthetic creativity for which Baume & Mercier watches have been famous over the decades, while remaining deeply rooted in the timeless values of Swiss watchmaking. The previous Baume & Mercier & Me campaigns were created in cooperation with Meg Ryan and Kiefer Sutherland (2006), Kim Basinger and Gary Sinise (2007), Teri Hatcher and Ashton Kutcher (2008).

Thanks to this fourth edition of the Baume & Mercier & Me campaign, to be launched worldwide in April 2009, Baume & Mercier is pursuing with a new pair of celebrities its action aimed at promoting voluntary use of the time and image of Hollywood stars.