Baume & Mercier Sees Opportunity in India Amid Currency Challenges

Baume & Mercier's CEO Michael Guenoun believes it is the right time to invest in India despite near-term currency headwinds. The devaluation of the rupee and a strong Swiss franc are challenges, but the India-EFTA trade pact gives luxury watchmakers greater confidence.

Guenoun said that between January and August 2026, Swiss watch exports to India grew 31.7% year-on-year, with the brand expecting significant investments in India over the next five years. Baume & Mercier has around 50 points of sale across 20 Indian cities and is driven by product design, growing women's segments, and jewelry watches.

The CEO highlighted distinct preferences among Indian consumers, including a strong affinity for gold aesthetics and growing interest in automatic and mechanical watches, particularly among younger buyers. Guenoun also mentioned the brand's focus on differentiation, increasing quality, and features without pushing prices aggressively.