Last may, in an unexpected move, richemont group—who controls luxury watch brands like Cartier, Van Cleef & arpels, iWC schaffhausen, Jaeger-LeCoultre and many more—has announced that it’s debuting a new entrylevel watch brand called Baume. While it might sound like an off-shoot of the 188-year-old Baume & mercier, Baume is an entirely separate business. at Baume, watches are eco-friendly. the brand, for instance, partnered up with nGOs and environmental initiatives like Waste Free Oceans. this means that there are no animal-based products or precious metals used. instead, “sustainable, recycled, and up-cycled” materials like cork, cotton, linen and recycled pet are used for straps, which are interchangeable. this is another thing that Baume stands for: customization, with over 2,000 options available to create your own unique watch.