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WatchesAug 09, 2016
Baume&Mercier ads position watches as gifts
Swiss watch brand Baume & Mercier has partnered with photographer Peter Lindbergh for the first advertising campaign it has launched in years, which aims to portray watches as the perfect gift for commemorating special events.
Demonstrating the watchmaker’s signature mantra, “Life is about moments,” the ads will display celebratory moments in people’s lives, including weddings, births, achievements, birthdays and holidays.
The ads are in black and white and will feature a selection of Baume & Mercier’s best-selling watches, including the “Clifton,” “Linea” and “Capeland.”
The campaign will debut in the United States in May across a variety of digital and print media platforms, and will also appear in global markets. According to Baume & Mercier, it’s slated to run for two to three years.
In addition to the ads and images used for print and digital platforms, the campaign also includes a 60-second film and 15-second video clips, one of them featuring a behind-the-scenes shoot.
This is the brand’s first ad campaign since 2011, which was shot in New York’s Hamptons.
Lindbergh is a German photographer and has worked for Vogue, The New Yorker, Vanity Fair, Allure and Rolling Stone.
Baume & Mercier is owned by the Richemont Group, along with Jaeger-LeCoultre, Piaget, IWC, Vacheron Constantin, Officine Panerai, A. Lange & Söhne and Roger Dubuis.
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