1. Where does the Joia collection draw its inspiration from?
The collection takes its cue from a watch dating back to the 1980s. While Baume & Mercier owns visual archives and examples closely related to the model, the original creation itself is no longer available. As such, Joia should be viewed as an inspired reinterpretation rather than a direct revival.
The launch comprises four references, including a diamond-set version whose aesthetic recalls the world of Piaget, a brand that once shared close ties with Baume & Mercier. This influence can be seen in several details, including the bracelet construction, dial execution, the setting of 40 diamonds and the flattened-link bracelet design.
The collection’s identity is also reflected in its name. Joia is an original word created by combining the Italian gioia(joy) with the Spanish joya (jewel). The result is a name that is easy to pronounce, internationally appealing and intentionally simple. It neatly expresses the collection’s dual nature as both a watch and a piece of jewelry.
2. Why introduce a new women’s collection?
Over the years, Baume & Mercier has launched several collections dedicated entirely to women. These included Linea in 2000, Ilea in 2008, and later Promesse and Petite Promesse from 2014 onward. None of these lines remain in the current catalogue.
Today, a number of Baume & Mercier watches can be considered unisex, particularly the 36 mm and 39 mm versions of the Riviera and Classima collections. Nevertheless, the brand has always maintained the ambition of offering a collection specifically designed for women. This commitment dates back to the early twentieth century and was especially championed by Paul Mercier (co-founder of Baume & Mercier).
3. What is the philosophy behind Joia?
Joia firmly embraces the concept of the jewelry watch and makes no attempt to hide its elegant character. This is a distinctive choice at a time when younger consumers are often drawn to unisex designs, bright colors and bold, playful aesthetics.
Models such as the TAG Heuer Formula 1 and the Tissot PRX, both inspired by 1980s styling, are currently enjoying strong popularity. However, this direction does not align with Baume & Mercier’s identity. With Joia, the brand remains faithful to its heritage by continuing to offer feminine, refined and accessible watchmaking.
4. Who is Joia intended for?
The collection is aimed at women looking for a true watchmaking creation while also seeking the elegance and appeal of a jewelry piece.
This positioning is reflected in traditional design elements such as Roman numerals, a guilloché dial and a gem-set crown. These features are deeply rooted in the Genevan watchmaking tradition and therefore naturally form part of Baume & Mercier’s identity, as the maison was founded in Geneva in 1830.
Given this approach, Joia is unlikely to be the first luxury purchase of a woman in her late teens. The intended audience is more mature. To connect with this clientele, the brand has chosen not to rely on a single global ambassador. Instead, it is building a network of friends of the brand, an approach already established in France, Italy, India and the Middle East.
5. What comes next for the Joia collection?
Joia is being introduced through four initial models featuring a 28 mm case diameter. Within the Baume & Mercier universe, this qualifies as a compact format, although the term “mini” is traditionally associated with watches measuring between 15 and 17 mm, such as the Mini D de Dior.
Given the limited space available inside a case of this size, integrating a mechanical movement—and even more so additional complications—would be challenging. Future developments are therefore expected to focus primarily on variations in colors, gem-setting and materials.
The next additions to the collection are scheduled to be announced in September 2026, with further models set to arrive in April 2027.
