Baume & Mercier & Me
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.
Why Andy Garcia?
The choice of Andy Garcia as a Baume & Mercier ambassador is fully justified by the numerous common denominators the actor shares with the Geneva-based brand.
Like Baume & Mercier, Andy Garcia radiates classic elegance, an authentic personality and charisma, along with a timeless and natural presence. His humanism and his generosity make him an ideal ambassador for the Baume & Mercier & Me campaign.
Many of his roles and the films he directs (particularly The Lost City) testify to the importance he devotes to the concept of historical heritage, as well as to family values. Andy Garcia has been married for 27 years and has four children.
Andy Garcia: actor, producer, director and musician
An American actor of Cuban origin, 54 year-old Andy Garcia became famous as of 1987 for his film roles, which have since included The Untouchables, Black Rain, The Godfather III as well as the Ocean’s Eleven, Ocean’s Twelve and Ocean’s Thirteen trilogy.
In addition to the 60 films and TV series in which he has acted, he has also produced around 30 feature films, including two that he also directed (The Lost City in 2005, and Cachao… Como Su Ritmo No Hay Dos in 1993).
Andy Garcia is also a musician and composer who has also performed the title soundtracks for several films such as The disappearance of Garcia Lorca, Gary and Linda or The Lost City.
He is a truly multi-talented individual.
A distinguished career
In September 2009, Andy Garcia was honoured by the American Film Festival in Deauville, which rewarded him for his career achievements. On this occasion, he also presented his latest film, City Island, in which he stars alongside his daughter.
This distinction was added to previous accolades such as his Oscar and Golden Globe Best Supporting Actor nominations in 1991 for his performance in The Godfather III; Golden Globe and Emmy Best Actor nominations in 2000 for his portrayal of Cuban trumpeter Arturo Sandoval in For Love or Country: the Arturo Sandoval Story; and Best Director and Best Film Awards at the 2006 Imagen Awards for The Lost City in 2006.
The watch worn by Andy Garcia For this campaign, Andy Garcia wears a Baume & Mercier Classima Executives XL MOAO 8688 steel watch. This classic, timelessly elegant watch with its guilloché dial featuring an opening that reveals the balance, is a perfect match with his personality. With its Roman numerals, straight-line guilloché dial and blued hands, it features the best of traditional watchmaking interpreted in a contemporary manner ideally suited to all circumstances.
The ideal watch for classic yet relaxed personalities such as Andy Garcia.