South African billionaire Johann Rupert is making a surprising move by selling one of the world's oldest luxury watch brands, Baume & Mercier, to Italy's Damiani Group. This deal, expected to close in the summer of 2026, marks a significant shift in the ownership of a historic watchmaker. But here's where it gets interesting: the new owner, Damiani, is a family-owned jewellery group known for its gold and gem-set creations. How will they leverage their expertise in jewellery to enhance Baume & Mercier's reputation for accessible luxury watches? And what does this mean for the brand's future in the competitive watch industry? These questions and more will be answered as we follow the journey of this iconic brand under new management.
