The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
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.
The Latest

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The diamond industry veteran has been named its senior sales executive.


The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

The 3,300-square foot location is the jeweler's largest store in North America.

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

The lab has adjusted the scale it uses for nacre grading.

Sponsored by GCAL by Sarine

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.