Baume et Mercier took its inspiration from the laidback seaside living of The Hamptons and a return to family values this year. It launched a rebranding campaign which saw the watchmaker adopthttp://www.syrauto.com/breitling-transocean-chronograph-replica-uk.htmlactress Gwyneth Paltrow as its new ambassador."It's a strong, new chapter for Baume et Mercier. We wanted to establish a new identity and felt that every brand should embody an emotion.

"We decided to change our approach to one of real families which covers our family and our friends," says CEO Alain Zimmermann of the brand's new "omega Seamaster Aqua Terra replica" campaign.Despite Paltrow's fame, Zimmermann adds that the brand was not looking for a celebrity face, but someone who shared the brand's values. "The point is not for them to be the star. We want to be different from other brands. [Our ambassadors] must share our values. With Gwyneth, we know she's very stylish and, since her marriage and her baby, she also shares our values of spending time with the people you love."

Paltrow, who owns a home at Thebreitling Navitimer World replicaand often spends time there with her husband, Coldplay lead singer Chris Martin, and their two sons, says it was easy saying yes to Baume et Mercier. "The [new] motto represents my own personal philosophy in life," she says.The rebranding didn't mean that Baume et Mercier strayed from its 180-year heritage with its 2011 novelties though. Although there are no new references for its Hampton line, it has reinterpreted three classic lines: the Capeland, Linea and Classima.

There are eight new references for the iconic Capeland chronograph collection, with six in 42mm and powered by a movement from Valjoux. The watches - offering variations on the dial and the bracelet or strap - come with chronograph, tachymeter, telemeter and date and is water-resistant up to 50 metres.

The two references in stainless steel or 18k red gold for the 44mm flyback chronograph houses the Bi-compax movement, manufactured by La Joux Perret, and are distinguished by the "cheve" shaped sapphire crystal case, domed dial in retro colours and Breguet-type hands. Baume et Mercier's watch for all seasons and occasions - the Classima - also gets a facelift with four new references, two in 39mm and two limited editions in 42mm. The new references maintain the Classima's trademark elegance and understatement.

Classima 10037 comes in 18k red gold and features a simple, classic dial of silver with line guilloché décor, gilt indices and gilt hands. The 10040 offers dual time and date functions, plus an unspecified power reserve. The 18k red gold model features a black dial with line guilloché décor and also gilt numerals and hands.The Classima 10038 comes in a limited edition of 1,000 pieces and has an annual calendar, big date and small-second functions. In polished steel only, the watch features a silver dial with "grain d'orge" guilloché décor and gilt indices and hands.

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