Nous, the world’s trendiest store, is collaborating with luxury watch maker Baume on a limited-edition watch that combines both brands’ discerning aesthetics. The custom timepiece is a take on Baume’s 41mm Small Second, with a more urban and contemporary update, in keeping with what the Nous customer expects. The thing that make the Baume x Nous Small Second watch different is the concept stores’ logo, both on the caseback and on the dial.
Through their year-long collaboration, the watch was designed to celebrate the minimalist architecture, raw concrete and vivid neons in the Nous store in Paris. The sleek design is punctuated by a red hand set against the fingerprint texture on the face, and the reverse is engraved with the Nous logo. As with all Baume watches, the strap is made from natural and upcycled materials, and fastens with recycled buttons, and it is completely interchangeable with any Baume strap.
Following two collaborations with skate and ski brands Zag and HRS, Baume’s collaboration with Nous is the latest on their roster of niche products. Nous is a fitting and strategic point of sale for Baume, and their ethos will help breathe new life into the ins and outs of traditional watchmaking. Nous is, of course, the exclusive distributor of this iteration of the Small Second watch, but it is also available online on Baume’s website. There is a very limited distribution of the watch, with only 50 pieces being made, maintaining that niche status and exclusivity both brands are known for.
Aside from Baume’s collaboration with Nous, they are also set to work with Urban Therapy on another point of sale-based project. Available soon, this partnership will allow customers to purchase four new Baume watches directly in-store, or order them via an iPad in the stores. Both collaborations are exciting endeavours for the the watch company, and unique options within the luxury timepiece space.
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Written by - Tara MacInnis