The Swiss luxury watchmaker’s latest collection is dedicated to the inspiring, modern young woman with a hint of irreverence.
Moving from casual to elegant with innate ease, she perfectly masters social codes and breaks them with grace. From contemporary freshness to timeless heritage, Joia de Baume & Mercier follows in the vein of the creative and exacting watch designs that the Maison has been creating for women for nearly two centuries.
The collection features four models, including three that are unveiled here: Joia de Baume & Mercier M0A10847, M0A10848 and M0A10849. Each of these bijou-inspired watches are the perfect finishing touch that elevates an outfit. Their dainty 28-mm cases without lugs emphasise the finesse and beauty of their soft, rounded curves.
These timepieces celebrate those moments when you choose to bend the rules, venture into the unknown or face a new challenge. My Joia Moment is a time to claim for yourself, to dare.
The Joia de Baume & Mercier Collection Highlights a Modern and Refined Femininity
The new collection bears the distinction of a watch designed for a woman, just as William Baume and Paul Mercier began to do in 1918.
Joia de Baume & Mercier is a celebration of emotion and light. Following the footsteps of the Maison’s historical avant-garde models for women, this delicate collection is a declaration for a modern young woman who embodies effortless elegance and whose discerning taste breaks free of convention.
Easily moving from casual moments to elegant occasions, she perfectly masters social codes and knows when to break them, with her characteristic grace. She is fluent in style and straightforward in fantasy.
Between contemporary freshness and timeless heritage, Joia de Baume & Mercier embodies an instinctive elegance, assertive femininity and desirable freedom: the freedom to be yourself. More than a watch, it is a ‘bijou’: the perfect finishing touch that makes an outfit special. Joia de Baume & Mercier seeks to reveal itself without ever imposing.
Three Feminine Timepieces and a Harmoniously Contrasted Design
Joia de Baume
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