The world of luxury rarely stands still, but there are moments that mark a true turning point. This is one of them. On January 22, 2026, from Geneva and Lugano, Richemont and the Damiani Group announced an agreement that redefines the future of one of Switzerland’s most historic watchmaking houses, Baume & Mercier.
After nearly two centuries of watchmaking heritage, the Maison will pass into the hands of the Damiani Group, a prestigious Italian family-owned luxury group, in a private transaction whose financial terms have not been disclosed. Completion of the deal is expected in the summer of 2026, subject to customary conditions.
A strategic move with a long-term vision
Far from being a simple divestment, the transaction reflects a clear reading of the market and of Baume & Mercier’s positioning. Richemont and Damiani agree that the brand’s growth potential will be better realized within a group with a strong presence in Italy, a well-established wholesale and multi-brand distribution model, and a particular sensitivity to accessible luxury.
Baume & Mercier does not abandon its DNA, rooted in Swiss watchmaking, balanced design, and a proposition that has historically served as a gateway to high-end Swiss horology. What changes is the context in which that DNA can evolve with greater freedom.
Damiani: Italian craftsmanship in the service of Swiss watchmaking
For the Damiani Group, this acquisition represents a natural and ambitious step. Founded in Valenza in 1924 and still led by the founding family, Damiani is synonymous with Italian artisanal excellence, with a unique track record in high jewelry and a carefully built portfolio of brands.
Alongside its jewelry Maisons Damiani, Salvini, Bliss, and Calderoni, the group includes Venini, an icon of artistic Murano glass, and Rocca, Italy’s only major chain specialized in luxury watches and jewelry. With the addition of Baume & Mercier, the group now integrates a specialized watchmaker with 200 years of history, strengthening its position in the international watch segment.
Greater visibility, broader presence, without losing identity
Damiani’s plan for Baume & Mercier is clear: to increase the Maison’s visibility and reach by leveraging its powerful multi-brand distribution network, selectively and progressively complemented by mono-brand boutiques in strategic locations.
This hybrid approach seems particularly well suited to a brand whose appeal lies in the balance between prestige, design, and accessibility. It is not about reinventing Baume & Mercier, but about giving it the space and attention it needs to grow in an increasingly competitive environment.
A carefully managed transition
To ensure a smooth integration, Richemont will continue to provide operational services to Baume & Mercier for a transitional period of at least 12 months after completion. A gesture that underscores both parties’ commitment to protecting the continuity, know-how, and stability of the Maison during this new phase.
The beginning of a new chapter
In a sector where changes in ownership often generate uncertainty, this transaction conveys a different feeling: continuity with ambition. Baume & Mercier enters a new era backed by a family-owned group that understands the value of heritage, the importance of product, and the need to build for the long term.
Switzerland and Italy, watchmaking and jewelry, tradition and contemporary vision. The story continues, but the stage has changed. And all signs suggest that this new chapter deserves to be followed very closely.
Discover the brand:
📎 Watchdna.com/Baume-Mercier
Discover more about Richemont:
👉 Watchdna.com/Richemont
