But establishing this philosophy does not keep us from wanting to create a surprise for the trade fair: quite to the contrary! In setting the scene on its stand this year, Baume & Mercier was guided by the commitment to create emotion through an unforgettable experience. Let's take a peek at this stand, unlike any other... It deliberately stands out of the crowd!

2017 is a sport-minded year at Baume & Mercier. You'll pick up on that even before you set foot on the stand. An authentic Shelby Cobra Daytona Coupe occupies the central hall, announcing the 3rd year of our collaboration with Shelby American. The Brand is launching the new edition of its Clifton Club Cobra on the trail of this iconic sports car...

And on the other side, you'll discover an authentic cocktail bar! Baume & Mercier pulls out all the stops to celebrate great moments! For the launch of the Clifton Club collection – designed for "gentlesportsmen" – and in a partnership with the famous Geneva-based bar Little Barrel, we invite you to an immersion in the world of Clifton Club: one of fair play, camaraderie, team spirit and sharing... All values that you enjoy after a good game, and all part of the lifestyle of today's man, who makes time in his professional life for leisure activities. Across from the bar, the Brand has even gone so far as to install a surf simulator where, even in a suit and tie, you might give into temptation and enjoy a ride between two meetings... A perfect illustration of the multi-faceted modern man, to whom Baume & Mercier now offers a stylish sports watch as a daily companion.

The same quirky sportsman spirit is expressed throughout the stand, with walls hung with surprising decorative structures made of grids embedded with objects that represent the worlds of each of its collections. For Clifton Club and Cobra, the objects include a tennis racket, bike wheels, a surfboard, a race car driver's helmet, and so on... It might even remind you of models that you might have detached and constructed as a kid!

But the Brand also keeps women in mind, setting the tone for ladies who visit the stand: 2017 is a sparkling, creative year for women at Baume & Mercier. The walls of their area reveal a breathtaking photo exhibition with a style that is somewhat unexpected for the Brand, making the watch a true fashion accessory: The Baume & Mercier woman is taking off!

With distinctive, pertinent universe in step with today's expectations, the Baume & Mercier stand reveals a palette of new products that should resonate with the current market conditions without ever compromising on our clients' dreams.