This Watch Brand Just Got Killed Off.

Baume & Mercier is one of the oldest Swiss watch brands in the industry- but recent moves in the luxury watch world suggest serious trouble. In this video, I break down why this watch brand may not survive the next decade, using real market data, pricing strategy, and the “3 P’s” of watch brand success: Price, Product, and Positioning. We’ll also talk about the fact that Baume & Mercier was recently sold off by Richemont- one of the largest luxury conglomerates in the world- a move that usually signals underperformance, weak growth, or a brand that no longer fits a group’s long-term strategy. Using current pricing, market trends, and examples from watch brands that quietly disappeared in the past, I explain why even good watches can fail when the business math stops working. In this episode we cover: • Why Baume & Mercier struggles in today’s luxury watch market • How rising prices are killing mid-tier Swiss brands • What brand positioning actually means for survival • Why Richemont selling the brand is a major warning sign • How other heritage watchmakers collapsed despite good products If you’re into watch collecting, Swiss watches, luxury watch prices, or honest takes on where the watch industry is heading in 2026, this one’s for you. 👇 Let me know in the comments: is Baume & Mercier finished, or do they make a comeback?