Baume & Mercier throw “seaside” party at SIHH

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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.

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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