BET­TER BY DE­SIGN

Alexan­dre Peraldi, de­sign di­rec­tor of Baume et Mercier, on the se­crets of clas­sic de­sign and the im­por­tance of per­fect pro­por­tions.

Esquire Malaysia Watch Guide - - Interviews -

in our DNA. When de­sign­ing a watch, half the prod­ucts are close to the his­tory of the brand and the other half are a new pro­posal. It is im­por­tant to keep that, as it iden­ti­fies the brand in all cre­ations. My goal is to cre­ate new watches to help fu­ture de­sign­ers, in 20 or 30 years, for in­spi­ra­tion. It is our re­spon­si­bil­ity to con­tinue this legacy.”

On main­tain­ing the clas­sic style:

“We do not change the colours or shapes that iden­tify Baume. We only fo­cus on the de­tails. Also, the goal is still to keep the price com­pet­i­tive, so it’s a com­fort­able watch. For ex­am­ple, the Hamp­ton col­lec­tion from two or three years ago was not a suc­cess, but it was a good les­son for us to go back to clas­sic lines such as the Clifton col­lec­tion, for a union with our his­tory.”

On look­ing to the brand’s his­tory for in­spi­ra­tion: “For many years, we used old pieces for in­spi­ra­tion, but for the past three or four years we went fur­ther. Now when we are in­spired by a model, we try to show that we are not stuck in the past and just main­tain­ing our tra­di­tions. Now we com­mu­ni­cate our story more, which is awe­some. We were one of the first brands to de­sign watches es­pe­cially for women, cre­at­ing the first pocket watch for a woman. We still try to be a brand tar­get­ing 50 per­cent women and 50 per­cent men.”

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