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Frédérick Martel Appointed President of Baume & Mercier North America

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(Press Release)
NEW YORK, NY – Richemont-owned Swiss watch brand Baume & Mercier has announced Frédérick Martel as the new president of Baume & Mercier North America, effective immediately. Martel replaces Rudy Chavez, who has moved internally at Richemont to be the vice president of specialist retail at Cartier North America. As president, Martel will work out of Richemont’s New York headquarters and lead the strategy to grow the North American business.

Martel is a veteran of Richemont, having served as the director of marketing and communications for IWC North America. Most recently, he was the vice president of sales and marketing for Audemars Piguet for the Americas.

“We are very pleased to have Frédérick Martel join the Baume & Mercier North American team,” says Alain Zimmermann, CEO of Baume & Mercier. “His background and extensive knowledge of the luxury watch industry will be instrumental in the continued growth and momentum of our brand. We wish Rudy the best of luck in his new role; we’re thankful for his years of leadership and unparalleled dedication to our brand.”

“I’m honored to assume the role of president for Baume & Mercier North America,” says Martel. “It’s a Maison I’ve always admired because of its unique combination of luxury, quality and attainable price points. In fact, my very first mechanical watch was a Baume & Mercier Hampton. I’m proud to be part of the next chapter in the brand’s history and future development.”

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