Baume & Mercier Aims for ‘Top Brand’ Status in North America

Baume & Mercier North America is actively raising its public profile with its biggest-ever ad campaign plus new programs with exclusive services for customers and training rewards for retail salespeople. The new campaign is “the most significant ad push Baume & Mercier has ever made” in the U.S. market to raise brand awareness, says Rudy Chavez, Baume & Mercier North America president. While the brand doesn’t release figures, he said it’s spending seven times the amount it spent in 2005, a figure in the “multiple millions.” The national campaign (spotlighting the brand’s Diamant for women and Rivera XXL for men) runs in a variety of lifestyle, epicurean, travel, and men’s and women’s magazines, plus the Wall Street Journal and on the Internet (10 percent of spending). There’s also significant investment in regional magazines and outdoor advertising in fo

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