Baume & Mercier was founded as “Frères Baume” in 1830 by brothers Louis-Victor and Célestin Baume, who opened the watch dealership in Les Bois, a village in the Swiss Jura. Chinese New Year is the best period to promote the brand at the POS level. From this year, the consistency of creative and impactful animation will be a key part of the B&M Trade strategy. The purpose is to strengthen the brand awareness in the market and to build consistent B&M style seasonal animation for the China market.

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As the world gets ready for the next Chinese New Year, welcoming the year of the rooster, many brands are seeking to grab the attention of shoppers. Supermarkets become swathed in red and gold. Gifts, snacks, and confectionery stacked high on shelves. Even Western brand, Virgin Active, never shy away from its obsession with red, hands out red envelopes to guests as they arrive to work out.

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Chinese New Year is a very big festival, in terms of promotion. It is always a challenge for brands to stand out in such a competitive landscape. The complexity and fragmentation of the Chinese market make it always difficult to summarize in a few lines. However, when it comes to CNY, gold and red still work, and they are relevant for both Chinese brands and Western brands. Chinese New Year is so culturally strong that there is usually less flexibility for both Chinese and foreign. To the niche, local and foreign brands can be more daring in the code they use, as their audiences are much more selected, but you will still see some hints of red!