Alain Zimmerman, CEO of Baume & Mercier: Icons are timeless…

“The Icon concept originated from its notion in the fashion world as a long term object. In watchmaking, it is called a classic. This doesn’t mean that an iconic product is frozen, it remains current through time and through a series of refined developments. Reactivating them, reworking them, reinterpreting them, is an exciting challenge. For Baume & Mercier it is also an ongoing duty to the fans of the brand.”


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