Baume & Mercier: Cruising The Pacific Coast Highway

Storied European watchmaker Baume & Mercier teamed up with Indian Motorcycles for a collection of watches to firmly entrench themselves in the American market. They came to Gear Patrol Studios to bring that collaboration to life.

Staking a claim in the American watch market is no easy task. But pairing up with an American classic is a good first step. The next step was to associate the watch collaboration with another iconic emblem of America.

Gear Patrol Studios firstly did this by way of a classic stretch of road in the US: the Pacific Coast Highway. Taking the watches for a ride on an Indian Scout, we produced a digital native feature with original photography telling the story of how to make the most of one’s time cruising the PCH for a day. Then, the evening the digital feature launched, we hosted a party at JANE Motorcycles in Brooklyn, NY to further manifest the collaboration with Gear Patrol readers and fans, as well as the New York City motorcycle community.

The Baume & Mercier Marketing Department saw immense value in this two-pronged strategy: “Gear Patrol’s 360-degree approach is unique and crucial to our success. Their overall creative and professional style has also been outstanding and a breath of fresh air for our team!”