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RAPAPORT... Baume & Mercier introduced a short film series online titled "Celebrate Giving" for the Christmas season to enhance the brand with meaningful stories, while engaging the consumer on an emotional level. The video celebrates a family's Christmas evening to illustrate tradition, while introducing the brand as gift to commemorate their special time together.
The film follows the family as the evening progresses through sharing a meal and the gifts, in what the brand defined as celebrating the ''ideal holiday scenario where parents warmly welcome their adult children and significant others home for the holidays. '' The parents mark this occasion on film by gifting their son and daughter each a custom-engraved Baume & Mercier watch -- a steel Clifton watch for him and a classic Linea watch with a red strap for her. (Watch the film and a music video by Lewis.) Rudy Chavez, the president of Baume & Mercier North America, said, "Video content is a beautiful and appropriate way to tell a story. And since our brand celebrates giving and marking life moments, video has the ability to convey emotions and the beauty of personal relationships in a way no other medium can."
Baume & Mercier aims to reach a larger audience with the series, including millennials and their baby boomer parents. The video will be highlighted on the brand's online channels, including its own website, social media platforms, video hosting platforms and through fans who choose to share with their friends. The watch brand has more than 413,000 followers on Facebook and 792 followers on Pinterest. Jeff Grover, the actor who plays the father in the video, said that he owns a vintage Baume & Mercier that was given to him by his own parents for his 35th birthday. The "Celebrate Giving" film series was produced by the 3rd Strand production house. Baume & Mercier's next short film in this series will be released in spring 2014.
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