2010 celebrates the 180th anniversary of Baume & Mercier, including 90 years of a special relationship with women. We chose March 8th, International Women’s Day, to launch our newsletter which will highlight throughout the year this story of mutual affection and understanding, of which the first chapter was written in 1869. For her first communion, Mélina Baume’s father gave her a pocket-watch adorned with floral motifs – a gift that might seem very normal today, but was highly significant in light of the conventions of the era, when it was considered inconceivable that a woman should be concerned about the time. So are women on an equal footing with men? Most definitely, but with their own unique status! “Marquise”, “Catwalk”, “Linéa”, “iléa” and “Diamant” watches, to mention but a few, are all collections that have been or are exclusively dedicated to women. For Baume & Mercier, time in the feminine mode is not a miniaturized and somewhat simplistic interpretation of a masculine watch. Femininity is an integral part of the brand’s genetic code, as indeed is a decidedly modern-minded attitude. And if the “Hampton” and “Riviera” collections have been treated to feminine variations, that’s because they embody an authentic art of living. Elegant, resolutely in step with the times, they all represent timeless icons. Whether they own a watch inherited from a grandmother, received to mark a special event or bought as a personal treat, women around the world are invited to tune into Facebook and Twitter. The history of Baume & Mercier is also that of the women who wear them – and that’s exactly what I invite you to discover or rediscover throughout this year. Alain Zimmermann CEO of Baume & Mercier Read the Press release http://www.baume-et-mercier.com/sites/default/files/pdf/Baume-Mercier-All-about-the-Women-press-release-VE-final.pdf