Luxury watchmaking Swiss brand Baume & Mercier, part of the Richemont Group, positions itself as an “entry luxury” watch brand. A Baume & Mercier watch has a price positioning that enables a younger target to afford it, and is therefore targeted at a younger demographic. For Fabienne Glardon, International Social Media Manager, this means that her digital and social media strategies are front and center for the brand. They also target young professionals and upcoming entrepreneurs who are into new technologies and use social media as their communication channel of choice.
We spoke to Fabienne about her priorities around social media, and how she executes as a “one woman social team.” We discussed why social is important for Baume & Mercier; it’s not only about audience relevance – it’s their one and only shot at customer communication.