The Business of Watches [014] Baume & Mercier CEO Michael Guenoun Talks Strategy On The Eve Of The Brand's Sale By Richemont

On this week's episode of The Business of Watches, a brand that's very much in the news. We're in Meyrin, just outside of Geneva, to talk to the head of Baume & Mercier, the near-200 year old brand that's just been sold by Richemont to Italy's Damiani Group. Michael Guenoun speaks passionately and with conviction about the pressures the brand faces due to the strong Swiss franc, rising costs, and its commitment to remaining in the approachable-priced segment of the watch market. 

Guenoun highlights the brand's rich history, its model lines, and its strategy for retail, distribution, and pricing. Recorded before the sale of Baume & Mercier was announced officially, we asked him if the brand was up for sale, and his answer is worth tuning in for. The conversation gives the listener a sense of where Guenoun and his team expect the brand to be and achieve under new leadership for a deal that's still short on details, but is expected to close this summer and take Baume & Mercier under a new corporate umbrella with a company that is based in Italy rather than in Switzerland like Richemont.

But first, we're joined by a very special guest for his take on the latest business headlines in the watch world. Adrian Barker is the man behind Bark & Jack - the popular and influential YouTube channel and accessories shop selling straps, coffee mugs, and other products.  It's a big moment for Adrian as he's just about to launch his first watch collaboration - a dive watch with U.K. brand Christopher Ward. 

Adrian gives us the lowdown on what he learned from the collaboration process with the watchmaker and what he's doing with the design to make this very much an expression of his own personal taste and philosophy on what makes a proper watch. We also talk about Patek Philippe's recent decision to roll back prices in the U.S. in response to lower tariff rates, while implementing another price increase in other markets. 

Show Notes 0:57 Adrian Barker and Bark & Jack 

1:34 Visit Glasgow 2:23 Christopher Ward 

3:11 ETA SA 

5:00 The story of Christopher Ward and CEO Mike France 

9:20 Who Makes Christopher Ward Watches (Bark & Jack) 

12:08 Bark & Jack products 14:05 Patek Philippe 

17:37 Richemont Sells Baume & Mercier 

20:04 Damiani Group 

22:55 Michael Guenoun (World Tempus) 

23:30 History of Baume & Mercier 

25:25 Riviera collection (Monochrome) 

26:51 Clifton Baumatic 

28:00 Baumatic movement (Caliber Corner) 

38:30 TimeVallee 

45:30 As China Retreats And The U.S. Wobbles, Is India The Next Great Hope For The Luxury Watch Market? 

49:20 Richemont maisons 

53:55 Who wants to buy Baume & Mercier and why?

55:04 Watches and Wonders 2026