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In partnership with Baume & Mercier and Hardy Brothers Jewellers
Before Watches & Wonders officially began, I had the privilege of experiencing Baume & Mercier’s new Joia collection first-hand. What struck me was not only the beauty of the designs but the subtle yet powerful way the collection challenges the conventional idea of what a “lady’s watch” can be. Each piece feels timeless yet fresh, offering a modern take on classic elegance.
At the heart of the Joia collection is the delicate 28mm case – a perfect size that balances refinement with wearability. The absence of lugs, allowing the strap to flow seamlessly into the case, creates a sculptural effect that makes the watch feel more like jewellery than a traditional timepiece. “We spent months reinterpreting the original 1920s design with a more rounded and feminine aesthetic,” explains Michael Geunoun, CEO of Baume & Mercier. “It’s a continuation of our strong tradition, with a twist of modernity.”
The first piece I tried on was paired with a soft, silvery dial featuring a sun-satin finish that catches the light in a way that makes you appreciate the craftsmanship without it feeling showy. The midnight blue calfskin strap or alternate black leather strap was the perfect complement, offering a classic aesthetic with a modern twist. The dial, adorned with 4N gold-plated Roman numerals and leaf-shaped hands, feels at once refined and understated – timeless yet relevant for today.
However, it’s the diamond-set version of Joia that truly captures the essence of the collection. This piece, which draws inspiration from a historical model created in the 1980s, is a striking tribute to Baume & Mercier’s legacy of jewellery watches. The bezel is set with 40 brilliant-cut diamonds, which sparkle beautifully against the silvery dial with its criss-crossed satin-brushed finish. The design is pure sophistication, with a dainty 28mm diameter and its signature case without lugs. The diamond bezel elevates the watch to a true piece of art, while the polished stainless steel case and strap add the perfect level of refinement.
Geunoun reflects on this design choice, “The Joia collection is meant to push boundaries while remaining true to Baume & Mercier’s legacy. This diamond-set piece encapsulates that perfectly, blending the tradition of jewellery-making with a modern, feminine design.” The strap on this model is embossed with flattened links, complementing the criss-crossed finish on the dial and adding texture to the overall look. This piece, limited in production, is a perfect example of how Baume & Mercier continues to marry its heritage with contemporary boldness.
For those who seek a more minimalist aesthetic, the other pieces in the Joia collection are just as striking. The integrated stainless steel strap, with its polished and satin-finished H-shaped links, offers a sculptural feel. Geunoun notes, “It’s about striking a balance between boldness and subtlety. The steel strap contrasts beautifully with the softer, more delicate case design.” The clean dial with 4N gold-plated Roman numerals remains a constant across the collection, ensuring consistency in the design language while allowing for different expressions of style through the straps.
What sets the Joia collection apart is how each piece, though distinct, feels like an extension of the woman who wears it. As I’ve mentioned, “The Joia collection is designed to celebrate a woman’s individuality. It doesn’t box her into one specific type. These watches offer an opportunity for different personalities to shine.” The interchangeable straps, a thoughtful touch, allow the wearer to change their look with ease, adapting to different moods, outfits, or occasions. Whether you opt for the classic leather strap or the bolder stainless steel version, Joia feels like a reflection of your personal style.
The watches aren’t just beautiful – they’re made to be lived in. With 50m water resistance and a quartz movement, they offer practicality without sacrificing style. “These watches are built for real life,” Geunoun explains. “We wanted to ensure they’re not just for special occasions. They’re made to be worn every day, to mark meaningful moments.”
The response to Joia has been overwhelmingly positive, and it’s clear why. These watches speak to a very specific kind of woman: one who is confident, independent, and unapologetically herself. Baume & Mercier has managed to create something that is more than just a timepiece – it’s a statement. “We’re excited to see how women make these watches their own,” says Geunoun.
Baume & Mercier has succeeded in creating a collection that is both timeless and distinctly modern. Joia doesn’t just tell time – it marks moments, offering a beautiful reflection of the wearer’s personal expression and confidence.
If you’re also coveting a piece from the Joia collection, you can find your perfect match at Hardy Brothers Jewellers.
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