Italian luxury brand Damiani Group to become the new owner of prestigious watchmaker, Baume & Mercier.

In a significant move, Richemont, the Swiss luxury goods holding company, is selling Baume & Mercier to the Italian-based, Damiani Group. This sale, expected to close in summer 2026, stimulates a greater focus on reinforcing the strong brands within the Richemont group and repositioning Baume & Mercier for an enhanced market presence under Damiani Group’s ownership.

This transition has triggered a discussion within the industry about brands’ overlapping values within conglomerates, a matter we had pointed toward several years ago, eliciting an understandably mixed response. Highlighting the richness of Baume & Mercier’s history, dating back to 1830, the move to the Damiani Group might lead to a better realization of its significance as a historic watchmaker. In contrast, Richemont’s strategy, not unlike Rolex’s recent strategy, reinforces a focused and undistracted promotion of its strongest lines of luxury items.

With the Damiani Group’s established global presence, primarily in Italy, and their multi-brand wholesale business model, Baume & Mercier’s illustrious 200-year legacy might find a fresh direction and impetus. It signals a promising growth trajectory in the luxury watch segment, benefiting from focused attention on iconic brands which will put Baume & Mercier in the limelight it deserves.