"Positive reactions"

Michel Nieto, CEO of Baume & Mercier,
about the upgrading of an existing campaign and coercion,
cross socio-cultural boundaries.WW: Switzerland's sixth oldest watch brand, Baume & Mercier,
positions itself at the lower end of haute horlogerie. With constantly changing campaigns.

Michel Nieto: The
Watch advertising cannot be detached from the brand history and the
social developments. Very roughly, we can also
at Baume & Mercier have seen the following developments: While the
Advertising in the 70s the brand without a symbolic superstructure
communicated lovingly and informatively as an indestructible luxury, was
In the mid-1980s, the glamorous, exclusive and material environment
increasingly important. Luxury was no longer explained, but coded and
interpreted conveyed to the viewers. You can find this formula today
especially in the emerging markets such as Russia or China, where the
different brand worlds are not yet known. In the developed
countries, on the other hand, the luxury brands have had to
years more and more subtly from the competition. Today they must
Develop brand personalities that unobtrusively convey rational as well as
embody emotional values, which they can share with their potential
Share target groups. This harmony cannot be achieved with the
Achieve continuity in advertising campaigns. Our campaigns targeted
has so far been aimed mainly at a European audience, while our
distribution is becoming increasingly global. We tried to counter this development in
to accommodate our ever-changing concepts. The
this campaign overcomes, thanks to the worldwide awareness of its
Actors, the socio-cultural boundaries.

WW: When it comes to the claim, you're thinking back to an old one. Why?
Michel Nieto: That's right.
We are reviving the claim "Baume & Mercier & Me," which we
introduced in 1994 and replaced by the "Lifestyle" campaign in 1998.
For various reasons: On the one hand, because we were reminded of the success
the simplicity and the plausible play on words.
On the other hand, because he wants to be close to the consumer, but also to our
dealers in a memorable and authentic way. The claim
also facilitates identification with the brand as well as with its
sympathy carriers. Compared to the subsequent campaigns, the
it performs best in all values.

WW: Nevertheless, you didn't just rehash the old campaign, you upgraded it.
Michel Nieto: You
already transported an approachable and functional, i.e. not
arrogant luxury. However, it was just as clear to us that we would be
further develop them in such a way that they also reflect our strong
Charity's guiding principle. The fact that this can be achieved with personalities who
relation to society and the environment support the same values,
better and faster, as shown by the positive reactions in the
abroad, where the campaign was already launched in September.

Interview: Luca Aloisi