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Andy Garcia

Baume & Mercier & MeBaume & Mercier ambassador for a full year: Andy Garcia

To celebrate the fifth edition of its Baume & Mercier & Me charity campaign, the Geneva-based watch brand is associating with actor Andy Garcia as the new star ambassador of its now famous humanitarian initiative. The philanthropic mechanism of this campaign is both simple and effective: Andy Garcia, like the Hollywood celebrities in the previous campaigns, is offering voluntary use of his reputation and his image by serving as a Baume & Mercier ambassador for a full year – in exchange for the brand providing financial support to the charities of his choice.

All royalties normally due to Andy Garcia, as well as those of photographer Greg Gorman, will be donated to several organizations working in the fields of cancer research, child education, helping underprivileged women and the struggle against poverty – all causes that Baume & Mercier has been actively supporting for some time now.

An historical humanitarian commitment

The Baume & Mercier & Me charity campaign first launched in 2005 was one of the first of its kind. But the brand’s commitment to others goes much further back. Arthur Baume, son of one of the founders of the Maison Baume and director of the Baume & Co subsidiary company in London, personally undertook to help the city’s French hospital during World War I. He served as Chairman of the establishment, thereby taking over from his uncle and predecessor Célestin Baume in the 19th century. In 1920, Arthur Baume was rewarded for his devotion by the French President Raymond Poincaré, who presented him with the Legion of Honour.

During World War II, the Chairman of Baume & Mercier, Constantin de Gorski, was also actively involved in the activities of the Red Cross in Geneva. Since the 1920s, the brand has consistently striven to defend noble causes relating to the environment, children and medical research, and Baume & Mercier now continues to cultivate this philanthropic legacy in an innovative way through its Baume & Mercier & Me campaign.