Super Bowl Chic: New Sports Watches From Baume & Mercier

The only thing that could possibly compete with the buzz of all the jewelry and watch shows taking place in late January and early February? Oh, just a certain sporting event happening this Sunday…

Everyone reading this knows that the jewelry world and the Super Bowl are intrinsically linked. There are the Super Bowl championship rings from Jostens. The winning team will take home the iconic Vince Lombardi Trophy from Tiffany & Co., and for Super Bowl LI, it seems very likely that Lady Gaga will adorn herself in Tiffany jewels for the halftime show (the singer stars in the brand’s first-ever Super Bowl ad set to air during the game). Or maybe she’ll stick with her go-to, Lorraine Schwartz. We’ll have to see.

And just as women might get a sudden craving for jumbo earrings and statement necklaces after watching the parade of jewelry during a red carpet awards show, I have to think that the frenzy surrounding the big game might give men the impulse to invest in a new watch. Not something diamond-encrusted and crazy but, rather, something tasteful and practical. A multifunctional, stylish sports watch that’s accurate, high-performance, and made to exacting standards. Something that telegraphs a certain athletic superiority (or at the very least, a committed passion for golf, tennis, running, biking, whatever your “game” happens to be).

Enter the Clifton Club, a new collection from Baume & Mercier that debuted at this year’s Salon International de la Haute Horlogerie in Geneva. There are innumerable technical specs to recommend it, but I was admittedly attracted mainly by the product’s good looks. And the fact that these timepieces were designed with the modern “gentlesportsman” in mind.

The ideals of fair play, camaraderie, respect, team spirit, friendship, and surpassing one’s personal best are at play in each design, coupled with a host of chic sportif features: high-quality polished and matte stainless steel finishes, a well-balanced diameter of 42 mm (to suit all wrist sizes), water-resistant to 100 meters (328 feet), anti-glare scratch-resistant sapphire crystal, plus the usual hallmarks of traditional Swiss watchmaking that many in this audience will recognize and appreciate.

A cool coincidence? The new timepieces just so happen to come in New England Patriots and Atlanta Falcons colors (well…minus the bright red jerseys the Falcons will be wearing Sunday—but black is their accent hue, and let’s not forget their helmets).

Clients can score their favorite Baume & Mercier Clifton Club watch with the first deliveries in April; the very Tom Brady–worthy limited edition Clifton Club Shelby Cobra will be available in June.


Clifton Club 10378 in stainless steel with a rotating bezel in blue-steel aluminum and a triple-folding clasp, $2,100

Limited edition Clifton Club Shelby Cobra in titanium and stainless steel with tachymeter and a triple-folding buckle on an embossed calfskin strap, $7,950

Clifton Club 10338 in stainless steel with a rotating bezel in steel-ADLC with a triple-folding buckle on an embossed calfskin strap, $1,950

Clifton Club 10339 in black stainless steel–ADLC with a rotating bezel and a pin buckle on a black vulcanized rubber strap, $2,250

Clifton Club 10340 in stainless steel with a black rotating bezel in steel-ADLC and a triple-folding clasp, $2,100

Clifton Club 10337 in stainless steel with a black rotating bezel in steel-ADLC with a triple-folding buckle on an embossed calfskin strap, $1,950

All That Glitters writer

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