collage image of watches using different sustainable strap materials

Richemont’s debut watch brand Baume aims for total sustainability

Uber luxury goods holding company Richemont owns some of the world’s biggest brands in the watch and jewellery industries including Cartier, Van Cleef & Arpels, IWC Schaffhausen, Piaget and Vacheron Constantin. Now the company has created their own luxury watch brand with the aim of total sustainability. Introducing Baume.
luxury timepiece in dark grey with silver dial and black strap

The Iconic Series

Baume is targeting a truly modern mindset. The brand’s luxury timepieces are not only fully customisable, but created through sustainable processes, using a online configurator with over 2000 variations to provide consumer choice and reduce waste. It might sound like a clever marketing ploy, but to demonstrate full commitment, the brand has partnered with Waste Free Oceans to create watches and parts from recycled plastics, with the view to collaborate with similar organisations in the future.

Follow LUX on Instagram: the.official.lux.magazine

“We use no animal-based or precious materials and unused components are recycled or re-used. Our interchangeable watchstraps are made from natural, up-cycled or recycled fabrics such as cork, cotton, linen, alcantara and recycled PET. Packaging is kept to a minimum: there is no secondary packaging and only FSC-certified paper and cardboard are used,” comments Baume Brand leader Marie Chassot.

campaign image with red haired model wearing luxury watch

Baume is committed to using upcycled, recycled and sustainable materials

The design aesthetic of the brand’s debut collections the Iconic and Custom Timepiece Series is minimalist and contemporary. The Iconic watch features a case made from partly recycled aluminium and a strap made from 100% recycled PET (plastic), with the plan to release a limited edition made from other recycled materials later this year.

The Custom Timepiece Series allows customers to pick from two stainless steel size cases, a variety of colours, number of dial executions, various features and straps made from materials such as natural cork, cotton and linen – our favourite for this summer is the cotton variation in burgundy.

To view the full collections and customise your own timepiece visit: baumewatches.com