New Women's Watch Collection by Baume & Mercier
The Joia collection marks Baume & Mercier’s first fully women‑focused line, designed by women for women, and celebrates the brand’s two‑century heritage of creating feminine timepieces. Launched at Watches and Wonders 2026, the range features four elegant models with 28 mm cases, interchangeable straps, and a heritage piece set with 40 diamonds, emphasizing subtle luxury and personal expression. The collection is available worldwide through Baume & Mercier boutiques and authorized retailers, with prices starting at CHF 1,290 for the core models and CHF 3,790 for the diamond‑set reference. Each watch includes a 24‑month international warranty, a tool‑free strap system, and optional calfskin straps in a variety of colors, reinforcing the brand’s commitment to both craftsmanship and contemporary women’s lifestyles.
Buying Time Analysis: This story highlights Baume & Mercier’s pioneering shift to creating watches designed by women for women, marking a significant cultural milestone that redefines gender roles in luxury watchmaking and underscores the brand’s commitment to authentic female empowerment.
