PHI Becomes The Brand Emblem
In 1964, in order to reinforce it’s brand identity, Baume & Mercier chose the Greek symbol PHI as its new visual brand emblem.
Considered since Antiquity to be the “golden section” representing perfect proportions, the PHI appeared from then on as the Baume & Mercier logo on all its watch dials. It was from this time onwards that Baume & Mercier acquired its status as an affordable luxury brand, a positioning it continues to uphold. The brand also accentuated its avant-garde, innovative approach, especially during the 1970s.
In 1971, Baume & Mercier was one of the first brands to adopt the new electronic tuning-fork movements, forerunners of quartz, in its Tronosonic model.
In 1973, this was followed by the innovative Riviera model, one of the very first steel sports watches featuring an original twelve-sided design. The Riviera was to become Baume & Mercier’s best-seller and its flagship model for 20 years.
In 1972, the brand caused a sensation in the field of ladies’ watches by introducing the Mimosa and Galaxie models, both of which won the Golden Rose at the Baden-Baden international watch and jewelry competition held in Düsseldorf, Germany – the most important contest of its kind at the time.
In 1973, Baume & Mercier once again earned the supreme Golden Rose distinction for its splendid Stardust model featuring an onyx dial surrounded by 138 diamonds.
The 1980s witnessed the global success of the Linea ladies’ model, and in 1988 the destiny of Baume & Mercier took a new turn when the luxury group that would later become Richemont bought up both Piaget and Baume & Mercier.
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Famous quotes containing the words phi, brand and/or emblem:
“Adolescents have the right to be themselves. The fact that you were the belle of the ball, the captain of the lacrosse team, the president of your senior class, Phi Beta Kappa, or a political activist doesn’t mean that your teenager will be or should be the same....Likewise, the fact that you were a wallflower, uncoordinated, and a C student shouldn’t mean that you push your child to be everything you were not.”
—Laurence Steinberg (20th century)
“Obligation may be stretched till it is no better than a brand of slavery stamped on us when we were too young to know its meaning.”
—George Eliot [Mary Ann (or Marian)
“This idea is more surely understood by interrogation; WHAT DO I KNOW? which I bear as my motto with the emblem of a pair of scales.”
—Michel de Montaigne (1533–1592)