Baume & Mercier throw “seaside” party at SIHH

Swiss watch brand brings the beach to the mountains for one night only

To mark this year’s Salon International de la Haute Horologie (SIHH) in Geneva, watch brand Baume & Mercier held a special 950-guest party with a seaside theme.

The 180-year-old brand played on the idea of "seaside living in the Hamptons" with more than 75 tonnes of sand used to create an indoor beach, complete with a crashing wave soundtrack and wooden beach-side deck. Giant watches were carved into the sand, and guests enjoyed games of bat and ball and croquet before sitting down to dine.

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Guests at the party included Baume & Mercier’s new ambassador Gwyneth Paltrow, said to concentrating on a singing career after twenty years as an actress. Paltrow commented: "The motto of Baume & Mercier is ‘life is about moments’, [which] very much reflects my personal philosophy of life. That’s why I said yes when they proposed that I represent them."

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