Inside Baume & Mercier’s Bold New Chapter: CEO Michael Guenoun's Take On The Indian Market
4 min read
Following the brand's recent announcement welcoming cricketer Shreyas Iyer as a friend of the maison, catching up with Baume & Mercier CEO Michael Guenoun felt like continuing an ongoing dialogue. To know more about this patnership, click here. As the conversation unfolded, it became clear that the brand is in the midst of a vibrant chapter, driven by a powerful mix of near-two-century heritage, strategic global expansion, and an acute understanding of modern luxury consumers. Sitting down to discuss everything from the phenomenal reception of their latest feminine line to the deep-rooted historical ties connecting the Swiss manufacture with India, Michael Guenoun offered a candid look into what keeps a historic watchmaker brilliantly relevant today.
Global Momentum And The Joya Success
The conversation naturally began by revisiting the brand’s strong showings, starting with the reception of their novelties at Watches and Wonders 2026. Michael shared that the brand has been happily surprised by the market's reception, particularly concerning the launch of Joia, their new feminine line introduced in April. With certain references already out of stock by early September, the strong response from end customers, retail partners, and the press validated the strategic decision to re-elevate the lady segment within Baume & Mercier. “The rest of the collection is doing amazing as well. We are extremely happy with the global performance of Joia and we have an equally busy second half of 2026.” Michael said. This successful momentum has also extended into the latter half of the year with the launch of the new Ice Blue Clifton Baumatic. To read about this new launch, click here.
Human Instinct And Design Philosophy
Transitioning into the creative mechanics behind the brand, the discussion touched upon Michael’s academic background in psychology and its application to watchmaking. Rather than relying strictly on cold data, Michael emphasized that design is driven by sensitivity, instinct, and close observation of people. “Sensitivity stands at the forefront of everything we do and the instinct we have with the product and with people” he explained. This human-centric approach extends firmly to technology as well. When addressing industry speculation surrounding artificial intelligence, Michael was definitive: the human touch, executed by in-house developers, artists, and designers, remains essential to preserving true brand authenticity.
Heritage And The Next Generation
Approaching nearly two centuries of history, Baume & Mercier balances close to 200 years of heritage with a forward-thinking design philosophy. Michael noted that the brand has historically been a house of forms, pioneering early structural designs and progressive social stances, such as supporting women's access to medical education. This foundational authenticity deeply resonates with younger demographics. Pointing to data showing that 25% of Watches and Wonders tickets were sold to individuals under 25, Michael expressed admiration for the deep mechanical and material knowledge possessed by this emerging Gen Z audience, whose appreciation for timeless craftsmanship stands in sharp contrast to a fast-paced modern world. “During Watches & Wonders, we welcome a lot of young clienteles who have a very strong interest in the process of Swiss watchmaking. I was very impressed when I interacted with some of them.” Micheal said.
Versatility Across Collections
The brand's broad appeal is further anchored by its diverse portfolio, offering something for every collector. From the delicate Hampton XS, which charmed even skeptics of small watches, to the versatile Clifton range and the monumental Baumatic introductions, Baume & Mercier embraces the full versatility of Swiss watchmaking. “We have a variety of collections for a variety of audience. And I believe that it is also a part of our responsibility to show the versatility of the watchmaking industry” Micheal answered. Whether utilizing métier d’art quartz designs with diamond settings or high-complication perpetual calendars, the maison maintains a wide spectrum of offerings for diverse audiences.
Strengthening Ties With India
The discussion then turned to the brand’s accelerating presence in India, bridging cinematic ties with Janhvi Kapoor to the recent partnership with Shreyas Iyer. Highlighting the historical importance of the region and noting that India was nearly the top market after the UK during the maison’s genesis, Michael emphasized how deeply local culture has influenced their creative archives. Partnering with young talents across film and sport reflects Baume & Mercier’s core ethos of celebrating bold, creative achievement. “We are so happy and honoured to have Shreyas as a Friend of the Maison. As I have previously shared with you on many occasions, India is very important for Baume Mercier. It's part of our history.” Michael proudly said.
As the conversation drew to a close, a final, signature question revealed a fitting snapshot of the brand's present: when asked what was on his wrist, Guenoun pointed to the newly launched Clifton Baumatic Perpetual Calendar with its striking ice blue dial. It was a fitting watch for a leader who values both timeless mechanical tradition and forward-looking momentum. Looking ahead to the horizon, with a monumental bicentennial milestone just five years away, Baume & Mercier is proving that nearly two centuries of heritage is not an anchor of nostalgia, but a springboard for reinvention. By staying attuned to human instinct, embracing a diverse and modern audience, and honoring enduring global connections, the maison is ensuring its next chapter is as captivating as its storied past. To read more about the Joia collection, click here.
What is the Joia Collection?
Joia is Baume & Mercier's new feminine watch collection launched in April 2026, which has seen surprisingly strong market success.
How long has Baume & Mercier been in operation?
The historic Swiss maison is approaching nearly 200 years of heritage since its founding.
Who is Shreyas Iyer to the Baume & Mercier?
Cricketer Shreyas Iyer serves as a Friend of the Maison for Baume & Mercier.
What is Joya? Joya is Baume & Mercier's new feminine watch collection launched in April 2026, which has seen surprisingly strong market success
