Swiss luxury watchmaker Baume & Mercier has announced Indian actress Janhvi Kapoor as its newest Friend of the Maison, signaling a strategic move to connect with a younger, global audience while reinforcing its longstanding values of elegance and individuality.
The partnership coincides with the launch of the brand’s latest collection, Joia de Baume & Mercier, which embodies a modern interpretation of femininity with watches that are bold and expressive.
Kapoor expressed her enthusiasm for the association, noting that the Joia collection resonated with her personal philosophy of style as a form of self-expression. She emphasized authenticity and individuality as central to both her identity and the collection’s design language.
The actress joins a long lineage of international personalities who have represented Baume & Mercier over the years, including Gwyneth Paltrow, Ashton Kutcher, Kiefer Sutherland, and Kim Basinger, as well as actors like Andy Garcia and Evangeline Lilly.
Beyond cinema, Kapoor has built a strong presence across fashion, wellness, and lifestyle sectors. She is currently associated with a diverse portfolio of endorsements, including global sportswear brand New Balance, where she became the company’s first Indian ambassador—a move that underscores her rising international appeal.
Although her first association with a luxury brand, this appointment ties in neatly with the recent trend where international luxury brands are appointing Indian taste makers as ambassadors, in a bid to capture India’s young diaspora.
CEO Michael Guenoun described Kapoor as a natural fit for the brand, citing her authenticity and sensitivity as qualities that align with the brand’s identity. Through her, Baume & Mercier aims to express a contemporary vision of elegance that reflects the evolving role of women today.
With this appointment, Baume & Mercier continues its tradition of collaborating with culturally significant figures while evolving its narrative for a new era. Kapoor’s association ultimately signals more than a celebrity partnership—it reflects a broader strategic shift toward engaging a new generation of consumers through authenticity, individuality, and emotional connection.
