Baume & Mercier is a case in point. Over the past few years they’ve invested time and effort into building their image as a brand with a long and proud heritage, and their product releases – particularly in the Clifton and Capeland collections – reflected this history. Anyone who’s followed the SIHH 2017 releases will have noticed a few clear trends emerging – more entry level options, more yellow gold, that sort of thing. One trend that wasn’t as remarked upon in all the excitement of the fair was the way several brands made significant changes to their marketing and identity. All that changed in Geneva, with the brand announcing a fresh, youthful face and a new name to go with it – the Clifton Club. Meanwhile, the runaway success that is the Shelby Cobra collaboration continues to evolve. Now, let’s have a look at below video for more details.