Baume & Mercier Unveils New Ambassador Chen Kun

The Chinese watch consumer is still a force to be reckon with, if Baume & Mercier’s latest marketing initiative is anything to go by.

The impending slowdown of the Chinese economy and battered consumer confidence notwithstanding, Swiss luxury watch brands remain optimistic about the buying habits of Chinese watch collectors. Joining a chorus of brands that include IWC, Piaget and Montblanc, among others, Baume & Mericer enlists a Chinese celebrity to be its new global ambassador.

Award-winning actor, singer and fashion model Chen Kun is the celebrity of choice, given his good looks and versatility, a perfect personification perhaps, of Baume & Mercier’s sophisticated yet adaptable timepieces.

“Choosing a Chinese ambassador and selecting Beijing as worldwide showcase for our brand on the occasion of our 185th anniversary clearly demonstrates our deep-felt attachment to the Chinese market,” says brand CEO Alain Zimmermann. He couldn’t have expressed it more truthfully.  


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