SUITED FOR SUCCESS – Arifin Putra and Mike Lewis are back for the second installment of their Baume et Mercier video campaign series
Affordable luxury watches may seem like an oxymoron but this has been the core offering of Baume et Mercier since 1830. The world-famous Swiss luxury watchmaker has a solid worldwide reputation of watches that push the boundaries of haute horlogerie. It is known to be highly creative and avant-garde—and their numerous global distinctions prove it.
Its best sellers–which a number of you might already own– include the Classima Executive Watch, the Men’s Classima Date Watch, the Clifton Men’s Automatic Watch, and the Classima Executives Automatic Silver Dial Watch to name a few.
DAMAN and Baume et Mercier teamed up last year to launch the new Clifton Club Watch. Starring actors Arifin Putra and Mike Lewis, we shot an adrenaline-pumping video campaign in Bali, Indonesia—to a great success.
This year, we are back to launch the new Baumatic BM12-1975A Caliber!
This is Baume et Mercier’s very first in-house mechanical watch with a self-winding caliber. Operating 24/7/365 and across the years, this extraordinary addition to the Clifton collection. Two of its authentic, phenomenal feats are its reliability and ultra-efficiency. It’s resistant to big and small magnetic fields to at least 1500 Gauss without residual effect and displays greater accuracy throughout its 120-hour power reserve.
The Baumatic BM12-1975A Caliber is high performance exemplified!
Who better to model this remarkable timepiece than the dynamic duo Arifin Putra and Mike Lewis. Confident and masculine like the brand’s signature identity (and perhaps the Baume Brothers themselves), we shot the second installment of the brand’s video campaign series with a suave concept.
The 45-second video premiered in November and is available on the YouTube channels of both Baume et Mercier and DAMAN.
Curious to know how we created the visual campaign? Here is the detailed story to the powerful moving imagery.
The Baumatic BM12-1975A Caliber Watch exudes an elegant, urban style—while staying true to its heritage. Mimicking these special characteristics, the concept of the new short film is dubbed ‘Suited for Success’.
Wearing Clifton Baumatic, Arifin and Mike enter Brillington & Brothers, a menswear tailor shop in Jakarta, Indonesia, to have their suits tailor-made.
Each gentleman has a distinctive style: Arifin possesses a classic flair and Mike has got that casual elegance on-lock. It’s clear from the get-go that both men have discerning tastes.
The pilot scene ends with Arifin checking the time. We get the impression that these busy, acclaimed actors are on tight schedules and absolutely have no time to waste.
We see a tight shot of the magnificent timepiece.
The watches featured in the video are Clifton Baumatic M0A10436 and M0A10399. These contemporary additions to the best selling Clifton collection deliver a new vision. Each features a 40mm case and a refined white dial with a porcelain finish.
At this particular scene, we see various shots of Mike getting measured.
Like how the latest Clifton Baumatic watch is made, there is a degree of astuteness into creating a well-made suit. Menswear tailors, like Baume et Mercier’s watchmakers, share the same degree of passion and craftsmanship. From the selection of materials and obtaining the right measurements to closely paying attention to the minutest details, everything has to have that perfect, world-class quality.
The focus shifts to Arifin.
We see him getting the same level of meticulousness by the master tailor at Brillington & Brothers, a shop specializing in bespoke suits since 2010.
Brillington & Brothers is a group of gentlemen with an appetite for classic men style. Their master tailor has been crafting since 1974 and they are passionate about mixing sartorial elegance and contemporary fashion sense—in the best way possible.
They share the same principle with the Baume Brothers.
“Accept only perfection. Only manufacture watches of the highest quality.” — Baume Brothers’ motto.
We get extreme close-up shots of the watch. It boasts of a revolutionary in-house mechanical self-winding caliber. Designed for modern gentlemen, the Clifton Baumatic watch is a must-have accessory that completes the overall look of successful and powerful people. It undoubtedly suits our lead actors.
We see that the timepiece comes with an immaculate white and an intense black dial. The understated, easy-to-read display features slender riveted hour-markers, slim lancet hands and an oversized date aperture at 3 o’clock. Truly one of a kind!
All handsomely dressed up, we see the scene move to another time and location.
Wearing impeccable suits, we find both actors in a fancy location holding a press conference. The boys hold a special media presentation to launch the oustanding new timepiece. We see them both looking sharp and confident in their watches and suits talk smoothly about their joint project for Baume et Mercier.
The Four Seasons Hotel Jakarta serves as the backdrop of this scene, a location with equal 5-star caliber to the timepiece.
Again we see the new Baumati BM12-1975A watch that is topped with a domed sapphire crystal and the minute track–in anthracite gray/white–follows the perfectly proportioned curves of the 40 mm polished/satin-finished steel case. It attaches to the wrist with an alligator strap that fastens with a pin buckle. The strap is easy to change without the need for a tool.
The scene ends revealing more options for the discerning customers. The timepiece comes in
dark blue, deep black or warm brown for the two-toned version. A five-row bracelet in polished/satin-finished steel, which fastens by means of a triple folding buckle with security push-pieces, is also available to complement this line of contemporary watches.
The concerto-inspired soundtrack added to the sophisticated feel of the short film. Its energetic violin tunes and dramatic piano melodies created a pleasing upbeat rhythm. The music buildup, as well as its rise and fall, provided an elegant and timeless mood.
Similar to the elements of the Baumatic BM12-1975A Caliber Watch, everything in this 45-second clip is well thought-out. Every second, every frame, every detail is packed with subtle meanings and undertones that perfectly describe the magnificence of the new watch.
And like Arifin Putra and Mike Lewis at the peak of their careers, you too are suited for success with Baume et Mercier.
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