MSC Announces New Partnership with Luxury Watchmaker Baume & Mercier

FORT LAUDERDALE, FLA. (March 29, 2010) — MSC Cruises recently announced a new partnership with Baume & Mercier, the sixth oldest worldwide Swiss watch brand. Over the past three years, special Baume & Mercier boutiques have been onboard select MSC ships, bringing these luxury hand-crafted timepieces to a discerning clientele of cruise guests.

Significant similarities

The partnership represents a particularly complementary pairing of two companies able to leverage their common commercial interests around a shared set of values. At the core of both businesses is the ability to combine technical excellence with an elegant design aesthetic, one that is constantly being revisited. Both the luxury liner and the precision watches are crafted by hand by talented artisans, all of whom are as passionate as they are skilled.

Business synergies

In addition to sharing a solid foundation of similar values, there are key strategic synergies driving the MSC Cruises – Baume & Mercier alliance. The elegant environment of MSC Cruise’s ships and the company’s dedicated onboard horology and jewelry boutiques offer the perfect setting in which to showcase Baume & Mercier timepieces.

Alexander Wensky, Baume & Mercier Brand manager Northern Europe and Switzerland, said, “MSC liners, with their modern yet elegant interiors and fully trained, multi-lingual sales staff dovetail perfectly with our distribution strategy. The onboard boutiques are different than our city stores and provide the perfect complement to our boutiques in airports and in-flight.”

Joint celebrations at launch of new vessel

The celebratory launch of MSC Cruises’ newest ship, MSC Magnifica, provided the ideal platform to celebrate the new vessel and the partnership. Taking place in Hamburg, Germany earlier this month, Baume & Mercier presented 12 handmade timepieces customized with the MSC Magnifica name and launch date to select VIPs in attendance.

Commenting on the new partnership, Pierfrancesco Vago, Worldwide CEO of MSC Cruises, said, “This partnership is another indication of MSC’s excellence and ability to attract esteemed brands. This partnership showcases our desire to continually offer the best products and onboard experience for our valued guests.”

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