Martel New Baume & Mercier President

Frédérick Martel is the new president of Baume & Mercier North America, replacing Rudy Chavez, who held the position for almost ten years. Chavez will move within Richemont to become vice president of specialist retail at Cartier North America. In his new position Martel returns to Richemont where he formerly 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, said Baume & Mercier CEO Alain Zimmermann. 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.

Martel, who notes that his first luxury watch was a Baume & Mercier Hampton, said he has always admired the firm because of its unique combination of luxury, quality and attainable price points. I’m proud to be part of the next chapter in the brand’s history and future development.