Lindbergh captures Baume et Mercier moments


Baume et Mercier’s latest advertising campaign has been shot by the man whose photographs were behind the supermodel phenomenom.

Photographer Peter Lindbergh was chosen to illustrate the Celebration theme that is central to the Swiss brand’s new campaign and sits hand-in-hand with its ‘Life is about moments’ signature and the nature of giving watches as gifts on special occasions.

Lindbergh’s 1980s portraits of Christie Turlington, Linda Evangelista, Naomi Campbell, Tatjana Patitz and Cindy Crawford are credited with creating the idea of the supermodel.


The company is also running a competition on social media for the chance to win a Baume et Mercier Clifton automatic small seconds watch. Entrants will need to share photos or videos of their ‘special moment’ on either Twitter, Instagram and Facebook using the hashtag #celebratemoments.

The winner will also receive a limited edition, signed copy of Peter Lindbergh’s book Images of Women, while three runners up will also receive copy of the book. The competition closes on May 5.

Here Alain Zimmermann, Baume et Mercier’s CEO, explains the thought processes behind the campaign.

Why did you choose the realm of Celebration?

It all started with a long term piece of research into the company archives. Baume et Mercier has a rich heritage, and with the help of the Baume et Mercier Museum collection, we have identified the strong emotional capital of the brand. A Baume et Mercier watch is often associated with a highly symbolic celebratory occasion like a wedding, a birth, etc. Watches are associated with an individual story. It is this festive, universal dimension that guided us in the repositioning of the brand. We have collected stories so that we can tell them.

How did you choose Peter Lindbergh?

For us, it was an obvious choice. We wanted a photographic style in black and white, strong and elegant, intimate, universal and emotional. We had Peter Lindbergh’s portraits in mind which breathe great intensity into every face and every situation. His way of telling stories, seeing models as actors, his proximity to the cinema, all of that corresponded perfectly to what we were trying to get across. It goes without saying that the authentic, generous person that Peter is also greatly influenced our choice.

What is your best memory of the campaign shoot?

The ‘birth’ visual shoot was particularly moving. The baby fell asleep in its mother’s arms. It was a real moment of truth. The baby woke up after Peter’s first clicks. He looked at the lens with great surprise. He realised that he was at a shoot and not in his room. He started wriggling all over the place which made the scene even more realistic. Fortunately, we had already immortalised the moment.

How will you integrate your collections to this new advertising campaign?

Obviously, Baume et Mercier watches are the centre of this campaign. The models presented, both feminine and masculine, have the qualities of the great Baume et Mercier classics: urban lines, elegant, harmonious, timeless colours displayed in colour, the watches fit perfectly into the composition, while contrasting with the black and white photo, which they appear to be outside of, like witnesses to the moment being celebrated.


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