Expressing Retro-Feminine Charm: A Closer Look at Baume & Mercier's Joia Collection

There’s a sense of anticipation and curiosity in the horological community as 2026 signals a significant transformation for Baume & Mercier. The well-established firm is preparing for its transition from the Richemont Group to the Damiani Group, an event that promises potential and dynamism in equal measure. As the brand reinvents itself in the face of this change, it has cleverly chosen a strategy that reveals its respect for the past while highlighting its future-forward thinking—resurrecting and reinterpreting iconic retro designs with a fresh, contemporary spin.

The Joia 10850 showcases Baume & Mercier’s innovative approach to evaluating the paradigms of the wristwatch industry. The emphasis is on practical flamboyancy with patterns and textures designed to echo classic women’s fashion items. With its satin-style dial texture and a bracelet design mirroring classic welded watch bracelets of the past, the Joia 10850 provides an enriching synthesis of traditional aesthetics and contemporary sophistication, ensuring that Baume & Mercier’s legacy shines brightly in the face of new beginnings.