Baume & Mercier Has Mastered the Combo of Elegant and Laid-Back

While it might seem like the makers and sellers of wristwatches have a comparatively easy time marketing their wares, it’s actually tougher than it looks. The big problem is that watches are, physically, not big. “There aren’t a lot of ways to position the jewelry,” explained Janice Winter, a veteran marketing executive who worked for brands like Judith Ripka and Estée Lauder before founding her own firm, Janice Winter Inc. The creators of luxury watch ads have basically two choices, Winter said.