Launched in 2018, Baume is a new brand with lower prices and novel designs to attract a younger audience to Richemont. The brand shares part of its name with Baume & Mercier, another Richemont brand, but is independently managed. Baume is managed by Marie Chassot, formerly of Baume & Mercier.
The first Baume products, the Iconic and Custom Timepiece, show disparate directions: The Iconic is starkly modern, with regulator hands on a monochrome, partially-open heart dial, while the Custom Timepiece series has a classic pocket watch look with wire lugs, the crown at 12:00 and retrograde day by pointer, small seconds, and moon phase indicator. The Iconic series uses Miyota automatic movements while the Custom Timepiece series leverages quartz movements.
Baume products are packaged in simple paper and cardboard rather than the elaborate watch boxes used by most luxury brands. The straps and packaging are made from recycled and natural materials such as cork, cotton, linen, and recycled plastic. The company says that it will not use animal products or precious metals in its products.