MARKING TIME: Baume & Mercier is celebrating memorable life moments with an advertising campaign shot by Peter Lindbergh.
The Celebration Campaign, produced by advertising agency Mazarine Mlle Noï, is slated to break in the April issues of magazines, specialist watch publications, daily papers and on Web sites. Alain Zimmermann, chief executive officer of Baume & Mercier, said the 184-year-old Swiss luxury brand had homed in on five key themes: “Commitment,” “A Wedding,” “A Birth,” “Achievement” and “A Birthday.”
This story first appeared in the March 17, 2014 issue of WWD. Subscribe Today.
“We spent a lot of time identifying these moments of celebration, because this campaign is not specific to any single continent or country. The campaign, like our brand, is global. The message is therefore universal and the moments of celebration that we have selected have the same emotional impact across the world,” he said.
In black-and-white portraits, Lindbergh captured moments of intimacy and togetherness designed to reflect the timeless quality of Baume & Mercier’s timepieces, such as its Clifton men’s watch, inspired by a model from the Fifties.
The look of the campaign marks a departure from Baume & Mercier’s previous ads, set in New York’s Hamptons, though Zimmerman noted that the tag line remains the same: “Life is about moments.”
In addition to the five main advertising visuals, the campaign includes 13 images that will be visible on print and digital platforms, a 60-second mood film, six 15-second video clips and one making-of shoot.