3 Watch Brands That Might Disappear Sooner Rather Than Later... Going Extinct?

[@tailor826]

I hope Baume & Mercier stay afloat. They offer genuine classy looking watches at a relatively affordable price. I love the designs they've brought in recent years. They're just stuck in the not super high end but not low end category and it's tough when deciding how to market yourself. But anytime I've seen them in a shop window or on someone's wrist, they look beautiful.

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@Raph.Bogaert]

Just to be clear, he's talking only about the US and he's mentioning this for a while that the brand is apparently not very interested anymore in the US market. In Europe (where I live) Baume & Mercier is still very alive and kicking and doing great. I own 2 (new and vintage) and they're amazing price/quality.

[@davidc5191]

And they do have innovative movements, like the Baumatic with a 120-day power reserve

[@sismachine]

I bought an amazing Clifton Baumatic with a 5-day power reserve here in the US, and this watch basically satisfied my 'collecting urge.' Beautiful piece.

[@bearslair2010]

I've owned a Hampton Quartz for years - beautiful amazing watch - no issues, excellent accuracy... Great build quality. It always feels good on wrist.

[@kamaldaruwalla6172]

I bought a Baume & Mercier Capeland from Singapore in 2006, it cost me Singapore $ 2200/-. The watch has legacy, it looks beautiful, works well and can be worn as a dress watch as well as for rugged work!

[@vancesnyder5181]

How about Concord? I have a 14k gold tank like Concord that I purchased in the late 80's. Quartz of course. They used to be more popular than they are now. I went to sell it and no interest. Great looking watch!

[@reesebroekhoven3962]

100% concord I was just about to say it till I seen you did.

[@zimankhan7411]

panerai definitely up there too

[@regulus7595]

Another one: Ebel

[@osobad1127]

Ten years from now Frederico will be like:”Richard Millie, at one point they were kings…”

[@TamilSelvan12-12]

Ulysses Nardin and Tag Heuer feels like the other 2 brands after Frank Mueller.

[@yakupdinler]

I would like to add Raymond Weil to the list 😢

[@PocketWatchTime]

I remember Concord. I always thought they were good looking watches.

[@kvom01]

Back in the 70s, someone I knew wore a Corum watch embedded inside a $20 US gold eagle. I was impressed at the time. My first "expensive ($800)" watch was a B&M quartz with a very thin water-tight case on a bracelet that I bought on my first European trip in the mid 1980s and wore continually for 30 years until the bracelet became unrepareable.

[@slinkysurfer]

I love Franck Muller watches but I’ve never had the courage to buy one, therein lies the lesson.

[@garythomas3150]

Great video. Doesn’t B&M have the Baumatic movement that is comparable to the crazy for the price in house Oris movement? That’s been around for a bit, I think. Giant bang for the buck. 😊

[@bigcosta3478]

where's EBEl

[@reconteam91]

I hope Baume et Mercier keeps going. I love their new Riviera line.

[@ltrev1979]

I just bought the saphire dial Baume and mercier riveria this spring LOVE IT. it's amazing. I wish they got more love, but I understand they're more popular in Europe

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@DWilliam1]

What are you talking about? I can see you talking about style and maybe price(when it comes to Mueller) but you trashed them all out for using ETA movements(which are fine movements btw) then stated praising Longines who uses ETA movements. Makes zero sense. This thinking that in-house movements are vastly superior is completely wrong. Many in-house movements are inferior and in the world of Swiss watchmaking the norm for almost a century was to buy an outsourced movement from a movement maker. It’s only recently that there has been a push for “in house movements”. Federico, you know this…or should. FWIW, I’ve been collecting for over 35 years and own brands such as Breguet, Rolex, Omega, Blancpain, Breitling and even a Baum et Mercier(which is a well made and solid watch). I own watches that have both in-house and outsourced movements…

[@KenFingerlove]

I bought a Bubble in '99, and they were heavily discounted back then. I got it half price. In nearly 25 years I've only ever seen one other Corum in the wild, a guy on a motorbike course was wearing an Admiral's Cup.

[@ScotchOnyx]

Long time fan of Franck Muller, I have a different 'opinion' than Federico. I don't entirely disagree with the points raised, but Franck Muller the "Master of Complication" is no longer in existence in the company. It's like a brand without the original soul. Their current CEO just like to travel around the world. But not to say they have not released anything amazing in the recent years. A couple good mentions are the Master Jumper released this year and the central tourbillon series. Franck Muller is actually still popular in the Asian market. O yes, their website is absolute rubbish.

[@brunobolanti3675]

I just bought the Baume et Mercier Clifton Baumatic. Chronometer spec and 120 hours of power reserve for £2000 (On sale). That same movement in the Riviera is selling well at the moment, and I think it will give the brand more time.

[@nickbeef1]

The Baumatic is the same movement used in the new IWC Ingenieur for 11k 😊

[@raymondsoler5245]

I purchased a B&M Capeland Chrono 2002 In Jamaica When I got off a cruise ship. Love to watch At 1st sight. I paid $1,750. Still 1 of the most Favorite watches in my collection And I wear frequently.

[@ludovitvirag3911]

Corum also had the Trapeze and Golden Bridge that were interesting

[@douggrier6073]

Maybe if you tube bloggers actually covered these brands and their releases instead of the tired Rolex, Tudo, Omega, etc. they’d have a better chance.

[@marcn8750]

Hi Fed, I enjoy your video but it’s also important to not unintentionally mislead the new collectors. There is nothing wrong with ETA movements as a base calibre. And as we both know, there are many grades of ETA movements. What is important is what does the brand do with the ebauch ETA. Do they modify it further ? Finish it? And the same goes with a D & D chronograph module. They are high end and many luxury brands have used them. AP as one quick example. Many of the holy trinity and beyond have used modules and ebauch movements from other brands. Lemania, Fedrique Piguet, Giard Perregaux,Zenith and more. So the same applies for an ETA movement. Let’s not get collectors thinking they in-house is “better”. That would be just plain wrong. Thank and best wishes from Singapore 🇸🇬

[@AKT0B0S]

I mostly agree with you. But at a certain price point in-house is better. If you’re spending upwards of $5k and up on a watch one should demand the manufacturer put real R&D into the heart of the watch. Totally my opinion and I’m happy to be wrong but that’s how I see it 🇺🇸

[@marcn8750]

@@AKT0B0SI appreciate your comment. Perhaps you can define “better”. Let me provide an example. A Patek 5170 has a lemania movement. A Vacheron Overseas has a GP movement. A Rolex Daytona from the early 2000s has a Zeninth movement. Are these watches inferior in some way because they don’t have an in-house movement?

[@kokhui32liau88]

I think what he mean was brand charging 5-10k or more with a basic ETA/SW movement. Not that ETA/SW R bad but most watch using such movement R in the range of +-3k... So it's ridiculous for some brand to charge 5k or more for a basic ETA/SW movement, furthermore some R not even COSC grade.. Worst still some brand that use ETA/SW call their movement in-house with little to no MOD.

[@marcn8750]

@@kokhui32liau88 I hear you. ETA or Lemania or Zenith movements … they are all on a range of a few hundred dollars at max. It all depends if brand takes and sticks it into the watch case or do they modify and refinish it. It has nothing to do it it’s an ETA or Lemania movement. That why a patek 5170 costs several thousands of dollars. A VACHERON CONSTANTIN LES HISTORIQUES CHRONOGRAPH 47101 cost 30,000 Yet they are all using NON-in-house movements too. Oris has in-house movements and it was a disaster. So my point is ETA is a very good movement. Lemania is a very good movement. But it has nothing to do with price. If so, VC and patek and AP will all be at very cheap prices. The royal oak 15202 used a JLC movement. How much do you think that movement costs? $500 at most is what AP paid JLC for each movement. But how much does a 15202 cost? How much does an Oris cost with an in-house movement? See my point?

[@kh37859]

20k frank Mueller with ETA was the point of critique. For this much coin ETA is just ridiculous.

[@tongotongo3143]

Baume&Mercier has always been sort of niche luxury brand not too popular among masses. So they will be absolutely fine and the brand belongs to a strong Swiss family.

[@MTMT-wm2dq]

Marketing Marketing Marketing is the key to a brand success other excuses are secondary, period !

[@Barbecuejag]

Corum are quirky, but interesting enough that most serious watch collectors should probably at least consider one. Not a fan at all of Baume and Mercier. Franck Muller not my cup of tea because I generally don't enjoy a tonneau shaped watch. Keep up the great videos Fed.

[@nickjanssen]

What about Ebel? They were a quite big brand back in the 90's and 00"s (at least in Europe, don't know about the US). They seem to have almost disappeared as well all though gorgeous watches IMHO.

[@taijifank3875]

Ebel ads were in all the high-end magazines in the US then. Definitely an icon.

[@tiffer67]

Hey Fed, whatever happened to Ebel? They were hot in the 80s, their wave bracelet was very popular back then & it was seen as a luxury brand not too far off Rolex. Looking at their current designs, they don't appear to have moved on from that style & as a result they appear to have dropped off a cliff.

[@pumaadidas]

they even used the el primero movement in their chronos

[@DrWatch-fq3tf]

Ebel was bought by LVMH. LVMH really didn't do anything with Ebel for a couple of years. Then LVMH sold Ebel to Movado for a loss. Movado dumped a ton of money into Ebel and even developed the BTR movement for Ebel, However Movado couldn't get them turned around fast enough and eventually sold the BTR movement to UN and dumbed down Ebel into a ladies quartz fashion brand.@@pumaadidas

[@zman8340]

Great brand

[@taijifank3875]

I bought a vintage Wave recently out of nostalgia. Just a quartz movement but absolutely beautiful metal work on the case and integrated bracelet.

[@tiffer67]

@@taijifank3875 I have been keeping my eyes open for one via auction houses. It would appear that they’re very common in estate sales. I agree, the bracelet is superb.

[@davidelliott948]

What about Jaquet Droz? Haven’t seen anything new from them in a while.

[@SunsetSheen]

B&M is a great brand and I like some of their models, but overall they just have really uninspired designs. Hopefully they figure out a way to turn things around.

[@christianr.6715]

What about Ebel?

[@menaseven9093]

In the early 2000s I used to look at Frank Muller watches, Corum and Baume, and Mercier in the magazine Wristwatch Annual. Frank Muller Master Banker and Crazy Hours are one of the most beautiful watches ever made. The ETA movement of FM will make them cheap to repair. I like the Corum Bubble, coin, Bridge and Admiral watches. I hope Frank Muller and Corum survive.

[@stevesmith7997]

My watch collecting started in the 1960s with Favre - Leuba a very old brand was sought after the are largely unknown these days!

[@avakkai]

They are making a comeback - or trying to. Dad was friends with Freddy Favre.

[@cfunk10]

Bell & Ross

[@ilfordjedi]

Love that Moser dude.

[@mrpoopoo888]

Suprised PANERAI wasn't brought up. Huge up and massive down.

[@UGA.D]

Movado

[@justpete2748]

If you went out to the Emirates / Qatar before the ‘08 Financial Crisis every fly-by-night operator working in “financial services” was wearing a Franck Muller - it was almost like a uniform. I picked up a fake Crazy Hours in a souk somewhere as a joke (still at the bottom of a drawer somewhere) which is every bit an atrocious as it sounds but made the point to someone about what they were marketing

[@raymondrichardson6061]

I’ve got a beautiful Eterna. I recall them being advertised in the 90’s, but then nothing. Shame, as they were in the perfect sports / diver market. 300m waterproof from no more than 12mm deep.

[@stupidocanerosa]

Agree. And the Kontiki line could be marketed better. They have the story. Do a little extra effort...

[@Rickenbacker325]

Always great insights from Fed

[@marcosdeltoro499]

Well, per Tim Masso, BM have actually been doing much better the last 24 months, and he didn't think he would have ever said that. Lol

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@chateaubullion2560]

I always liked B & M but couldn't afford one. When I was finally able to buy a high end watch back in the 80"s, I went with Rolex 2-tone Datejust. Since then, I have purchased other watches but never a B & M. I still think they look nice but no longer in the market for it.

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@eastbaystreet1242]

yep, Baume fit in a lovely place in most collections. If you don't have crazy money (I don't) and you can get one grail watch (James Cameron is mine) and a mix of some other premiums (Seamaster Chrono Diver and the new Seamaster 300) and some other dailies (TAG Monoco and Gulf - I am a former racer)... then Baume fits well for dress watches (large Clifton GMT and large Tank). I am wearing the watches for my own enjoyment and could not care less what anybody thinks about my brand choices.

[@2536528]

I froze the video when you said you were gonna name three brands. I went through my head and named Mueller and Baumé. I didn’t think of the third.

[@pikispl4711]

I hope baume & mercier can stay. It's my first expensive watch, a B&M classima quartz i got from my parents as a gift when i graduate from college and start my first job.

[@sylvainck4666]

I feel it’s all about marketing. Rolex doesn’t evolve as well, but they are living well and even leading the trend.

[@stupidocanerosa]

Well no. Compare an old Sub with one of today. On another planet. Maybe design wise you're quite right, but on quality they are not comparable.

[@gustaveducrest592]

My list was Mueller, Bréguet, Panerai

[@giovannibusato9815]

Baume et Mercier are revival themselves with new movements and models. New Riviera with Baumatic Is a nice watch at a good price. I would add Ebel, that made amazing watches like El Primero 1911 Chrono, Discovery Gmt, Voyager and time-only ones with Lemania or GP movements. Silk quality

[@stupidocanerosa]

I do own a B&M Malibu chrono and an Ebel 1911 time and date. Although I cannot say nothing about their value because I got them for almost nothing, I'm impressed by their look and the quality. Ebel especially. Even to high magnification it remains consistent in finishing. And of course I like to put them on from time to time. May I add another one? Eterna.

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@ViolinistWilliam]

B&M makes beautiful watches but the truth is their marketing is horrible. Vintage Mercier was insanely good. They gotta go back to their roots.

[@kyleweber9760]

Still loving Baume and Mercier....

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@defenstrator4660]

The problem with Baume & Mercier is that mechanical watches are now more status objects. So great value mechanical watches don't really have a market anymore. You're either cheap and digital or expensive and mechanical, and there's not much room in between.

[@NhatHuyNg]

B&M does NOT have great value, their prices are much higher than competitors like Longines.

[@Jimfrenchde]

Fed, you know far more about watches than I do. But I think the problem with Frank Muller watches isn't that they tried to go into sports watches or tried dabbling into them. I think the main problem is what you said, the watches were over priced. I think it is better for a watch brand to stick to its expertise instead of trying to catch the new fashion trend. If a watch sticks to its wheelhouse, the quality of its product will be better. I think it would be better from Frank Muller to improve its product and appropriately price its merchandise, instead of changing its merchandise.

[@CosminFlorut]

I think Panerai would also fall into this category

[@stupidocanerosa]

Well, looking at they new release it seems they are trying to change.

[@christopherbrittain6351]

Really enjoy your videos Frederico. I’m in Florida in January (fort lauderdale) and would love to come down and talk watches🤪

[@danielmelendez9943]

I an even surprised that F Muller, B&M and Corum are still around. Definitely assets that depreciate the moment you buy them and they dont have anything in the last 10 years that has caused any noticed within the watch world.

[@moneymikz]

Ha I know Franck would be on the list. I still want a crazy hours I think it’s Uber cool

[@alwayspooh1588]

B and M has always been around a Tissot level for me. I think they are too expensive for what they are. certainly below Longines in my opinion.

[@conservativemike3768]

My scraped and bruised 30-yr old Casio dive watch is running just fine.

[@alhusaini2916]

I really enjoy watching your channel

[@johngentile6814]

Have to add concord to the list. Popular in the 80’s and 90’s. Not now

[@WatchUnwind]

Add u boat to this list, would love to see a second part to this video

[@Doggo-frencton]

The FM Crazy Hours Tourbillon is my favorite watch ever. Wish I could afford it.

[@ABCdotcom]

Even the regular Crazy Hours is so cool!

[@lgiraldo2587]

Totally agree! I owned a crazy hours back when it was released, traded it in for a santos a couple years later, and regretted it.

[@tobbe1312]

Frank M have some cool watches still i think. Great vid as allways Fed 👌

[@victorc8896]

Ebel ???

[@Texmotodad]

Yours is one very handsome watch sir!

[@HarryJoiner]

I thought you were going to mention Ulysses Nardin - but no.

[@Louen_Leoncoeur]

I'm wondering of de grissogono... Has it died already...?

[@rodbojorge9335]

Enicar I think they were big on the day don’t here much anymore

[@albundy3929]

Fredrick video = baume gets a few minutes

[@michaelfierman3256]

I always think of them as Embalmed and Mercier 😂

[@robertevangelisti3905]

What about Ebel, loved in the 90s now down the pan

[@luxman9463]

Wouldn’t miss any of them.

[@biggiebeil5118]

I believe Corum's still collectable & will remain always interesting in the market, if we look at thier horolgy history it's massive and above all the brand lists announced, so the history is there, the pricing history is there too with the tourbillion pieces. I believe at a certain point will raise up in value at some pieces since the design is very different from most watches. no matter also with the ETA bases, most companies now with no inhouse using sellita!

[@archiegoodwinjr]

Might these comments also apply to Panerai who tumbled during the scare of 2008 and IWC who was already down by then? The owner of B&M seems incapable of managing more than a couple of brands (such as Cartier and AL&S).

[@stupidocanerosa]

Well Panerai is on its way to resurrection. Like it or hate it they are working hard. We'll see if it'll pay off. IWC is already ahead in this.

[@Whiskey_Tengu]

Panerai is still in the top 20 performing brands in sales. IWC was number 8 on the top 10 brands last year. They're doing just fine. B&M is nowhere in the radar.

[@theshadowman1398]

I actually really want a Corum bubble

[@achiltsompanos447]

BM looks like an upscaled Bambino lol

[@sfg5724]

There are some brands that made a lousy watch and it stuck with them over the years. Tag with their cheap plastic bezel quartz formula 1. Corum with their GROSS clown watches. I can’t help but think of that hideous clown face smoking on the watch dial and the yachting flag watches which appeal to a tiny segment of the population. Unless you are into boating I don’t see why you would wear that.

[@hulkhamhpd]

Bought a Corum Admiral's Cup a few years ago. Got it new but at a huge discount. One of my favorite pieces and relatively thin as well.

[@alexsierra1331]

I have 1 Baumé mercier Capeland chronograph and I love it, I still thinking is a good brand for an Entry level

[@NickRoyGregor]

Listen B&M isn't going anywhere. Even if they fall very far they are a prime candidate to be sold to someone like Biver or another watch conglomerate. B&M have the bones, they just need to be cleaned out and refined. B&M will not disappear, I am calling that some years down the road that you will be making a "B&M is back from the dead!!!" Video.

[@patrickdaly5988]

They’re already owned by Richemont. If they can’t leverage a bit of brand equity no one can. And I saw that as someone who thinks Richemont is poison.

[@mkyhou1160]

It’s a dead brand walking. Maybe a micro brand, like CW, could slightly elevate themselves with it, but that’s all.

[@stupidocanerosa]

​@@mkyhou1160CW is not strictly a microbrand.

[@davidbellamy1403]

Thanks for another fascinating take it on the market, fed. I was was not surprised that you named B&M. You’ve mentioned them before as a declining brand, but still a pretty quality watch at gray market/used prices. I love my B&M Capeland chronograph which I bought gray market and it makes me sad to see a brand that I enjoy so much go this route, but I agree, they just aren’t doing much these days and probably won’t. Oh.

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@AKT0B0S]

B&M is a great brand I actually may buy one at some point

[@eyeheartsushi2212]

The thing is: how many people are on the “someday I may buy a B&M” boat, but never do it.

[@stupidocanerosa]

I did it one year ago and never regretted it. Because watch collecting, to me, it's not because of money but because of nice watches. And you can afford a B&M for change today. If you want to buy for selling though, stay away. I do love low budget gems so don't try to speculate on them. You'll ruin my game... 😂😂😂

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@VirmanaMarketing]

RMs are tonneau shaped and are extremely popular. I just think FM are overpriced for what they are… RM at least are well marketed via celebrity sponsorships

[@szilarddietzel9071]

The thumbnail though...

[@MrZanzibar123]

Interesting one. How much was that grand Seiko; it sold fast!

[@eyeheartsushi2212]

Oh it did? I was gonna look it up LOL.

[@davidmulligan42]

I've always like some of Corum's watches, but the Bubbles were too big for me. I found a nice Romulus for $1300 in like-new condition a couple of years ago, and it's a keeper.

[@toddmurphy523]

I believe that Corum was in their "hayday" when they were slicing $20 dollar gold coins in half and placing small, thin movements inside them. Then finishing off with a diamond crown. This might have been before your time, but that was Corum's true classic watch. Presidents wore these watches. This started in the mid 60's. The current "bubble" watches just remind me of an expensive Invicta Lupah....🙄

[@Clahane1]

I knew B&M was going to show up on this list They're just under the radar entirely

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.

[@Clahane1]

Whats your opinion tongotongo3143 on B&M? Genuinely asking because I've always wanted to give them a shot@@tongotongo3143

[@johnawilliams36]

Great vid, Fed. Reminds me of my 2007 era Grail, the Concord C1.

[@joshuacox581]

I think Jacob & Co is the next Frank Muller, even though I like Jacob.

[@paulbrowning5376]

Federico talks pito loco

[@dannysimenauer5745]

May all 3 R.I.P.

[@verynormalman]

This video is a bit anti ETA. I thought understanding movements, had moved on. There was a rush to make in house movements. Many of these had a basis in a quite basic movements. So stop being so negative about a much valued and loved part of watch history.

[@stupidocanerosa]

Quervo y Sobrinos anyone?

[@claudtalkz2194]

This was fun! I wanted all three of these brands at that time period….

[@djs8465]

concord

[@BrianSchoedel]

These brands will die along with their mall jewelry store sales channel.

[@Snowfallbonsai]

I think Tag is in big trouble. They need to lower prices or maker better watches. Even the monaco is a stretch in price despite it’s appeal. Too many better buys imo.

[@alectang1614]

Not as popular as before but TAG Heuer is still a top 10 selling brand. So they're doing fine.

[@SIZZO76]

TAG IS NOT IN TROUBLE

[@kaypee1972]

Panerai, Fortis, Ebel, Eterna, …

[@kevorknourian5442]

All 3 brands are popular in Mead least maybe not in American markets

[@nickbeef1]

BM looking good again the new Baumatic 5 day seems like a bargain compared to some other more expensive brands considering some are using the same movement 😉

[@tongotongo3143]

He has been Baume&Mercier hater for many years. Never mind his poor opinion.