Published by Pierre-Paul Godts
«Life is about moments»
Baume & Mercier revisits great celebrations with a new communication campaign. Under Peter Lindbergh’s sensitive eye, Baume & Mercier reveals intimate, universal photographic stories which seal the decisive and festive moments in each individual life.
Baume & Mercier, watchmakers since 1830, has always been a generous Maison that expresses watchmaking excellence in all its creations anddata:text/mce-internal, through a simple, consistent motto devised by its founders: “Accept only perfection, only manufacture watches of the highest quality”.
This iconic Swiss brand with a rich history that began in 1830 pursues its engagement in the realm of the Celebration by revealing another facet of its “Life is about moments” signature.
For Baume & Mercier, time is far more than a succession of seconds, minutes and hours: time is marked by rare moments with which the brand associates, like a living witness. Life is made of these special, solemn, exceptional moments filled with emotion, that we enjoy celebrating and that we remember forever.
Baume & Mercier envisions watches as “gifts that contain feelings”. In 1869, Louis-Victor Baume, cofounder of the Maison Baume in 1830, thus gave a richly decorated gold pocket watch to his daughter, Mélina, for her first communion, with the following words engraved on it: “To our beloved child”.
The symbolism of the gift transcends its material reality. This is how the bond that unites a person to those he loves is sealed, through the promise of an eternal union, the birth of a child, a wedding anniversary, the achievement of a degree or a promotion. Baume & Mercier invites us to remember all these celebrations and to carry them within ourselves, in the same way one wears a cherished object.
And to turn these emotions into images, both intimate and universal, one could dream of no better artist than Peter Lindbergh, with his sensitive and distinctly cinematographic touch through careful composition with purely emotional truth.
An Interview with ALAIN ZIMMERMANN – CEO, Baume & Mercier
Why did you choose the realm of Celebration?
It all started with a long term piece of research into the company archives. Baume & Mercier has a rich heritage, and with the help of the Baume & Mercier Museum collection, we have identified the strong emotional capital of the brand. A Baume & Mercier watch is often associated with a highly symbolic celebratory occasion like a wedding, a birth, etc. Watches are associated with an individual story. It is this festive, universal dimension that guided us in the repositioning of the brand. We have collected stories so that we can tell them.
How did you choose Peter Lindbergh?
For us, it was an obvious choice. We wanted a photographic style in black and white, strong and elegant, intimate, universal and emotionnal.
We had Peter Lindbergh’s portraits in mind which breathe great intensity into every face and every situation. His way of telling stories, seeing models as actors, his proximity to the cinema, all of that corresponded perfectly to what we were trying to get across. It goes without saying that the authentic, generous person that Peter is also greatly influenced our choice …
What is your best memory of the campaign shoot?
The “birth” visual shoot was particularly moving. The baby fell asleep in its mother’s arms. It was a real moment of truth. The baby woke up after Peter’s first clicks. He looked at the lens with great surprise. He realised that he was at a shoot and not in his room. He started wriggling all over the place which made the scene even more realistic. Fortunately, we had already immortalised the moment.
How will you integrate your collections to this new advertising campaign?
Obviously, Baume & Mercier watches are the centre of this campaign. The models presented (both feminine and masculine) have the qualities of the great Baume & Mercier classics: urban lines, elegant, harmonious, timeless colours… displayed in colour, the watches fir perfectly into the composition, while contrasting with the black and white photo, which they appear to be outside of, like witnesses to the moment being celebrated.
What form will this campaign be in and where can we see it?
Produced by an agency called Mazarine Mlle Noï, the campaign will be broadcast internationally, in print and video with:
– 5 campaign visuals
– 13 additional images which will be visible on the print and digital platform elements
– 1 X 60 second mood film which describes the moments captured in print
– 6 x 15 second video clips (one for each of the moments filmed)
– 1 making-of the shoot
Pierre-Paul Godts – Contributing Writer
Pierre-Paul has worked for over 20 years as a Creative Director for different Advertising Agencies. Today he workes in his own Graphic design agency. Proprietor and founder of WatchMundi and WatchMundi Magazine. WatchMundi is dedicated to share the latest horological industry news from the captivating realm of wrist watches principaly in the domain of Pilot, Diving, Marine, Nautical, Vintage, GMT, WorldTimer or Motor Racing watches.