Baume appoints its first retail partner, reversing its original ecommerce-only strategy


Not much has been heard from Baume, a youth-oriented watch brand launched by Richemont last year, but there are increasing signs of activity including a collaboration with Nous, a fledgling Parisian retailer selling contemporary design objects.

Nous (French for us) has five stores in Europe and a significant following on social media, which is perhaps why the collaboration appealed to Baume.

Nous is positioning itself as a strategic point of sale for Baume, an interesting development because the brand was pitched as being an ecommerce-only business when it launched in 2018. Further evidence, perhaps, that Richemont has realised that it will suffer without strong partnerships with retailers.

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There will be 50 of the Baume x Nous watches made, selling for $630 online in the United States.

The Nous store logo fingerprint is on its dial.

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Rob Corder

The author Rob Corder