Baume & Mercier lands Both in Singapore and Malaysia

1 min readUpdated May 16, 2025Apr 10, 201911:44 PM

In this article (4)

Swiss watch brand Baume & Mercier lands in Singapore and Malaysia today under a new distribution deal with FJ Benjamin.

The company has inked an exclusive three-year distributorship for the watches, with a two-year extension possible based on certain conditions.

FJ Benjamin will manage daily operations, sales and support, as well as set up communications and marketing channels to strengthen Baume & Mercier’s brand awareness in the two markets.

“We are delighted to be appointed exclusive distributor for Baume & Mercier which enjoys a long history in luxury Swiss watchmaking, and is distributed in over 100 countries today,” said Nash Benjamin, FJ Benjamin CEO.

“We look forward to developing further the presence of the brand in our markets.”

Romain Lambert, MD of Baume & Mercier, Southeast Asia and Oceania, said the company looks forward to develop a stronger retail network in order to service current and potential Baume & Mercier customers.

AdvertisementAdvertise with usMobile 320×100

What this means

Baume & Mercier's new distribution deal with FJ Benjamin is a pragmatic move to penetrate competitive Southeast Asian luxury watch markets. This strategy, relying on a local partner's expertise, avoids the costly direct market entry seen with Puma's flagship expansion in Singapore or Skechers' large store opening in Malaysia. While reducing operational risk, the success hinges on FJ Benjamin's ability to significantly elevate brand awareness and establish a robust retail network beyond initial distribution. Unlike PharmaResearch's concurrent Sephora entry, this appears a more measured, less immediate impact strategy. The principal risk lies in an over-reliance on the distributor's marketing prowess against established luxury players. We will be watching for the scale and format of new retail network developments over the next 12 months.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

What company is responsible for distributing Baume & Mercier watches in Singapore and Malaysia?

FJ Benjamin has secured an exclusive distributorship deal for Baume & Mercier in Singapore and Malaysia. They will manage operations, sales, and support for the brand in these markets.

How long is the initial agreement for the distribution partnership?

The initial exclusive distributorship agreement between Baume & Mercier and FJ Benjamin is for three years. There is an option to extend this for an additional two years, dependent on specific conditions.

What are FJ Benjamin's responsibilities under the new distribution deal?

FJ Benjamin will handle daily operations, sales, and customer support for Baume & Mercier. They are also tasked with establishing communication and marketing channels to boost brand awareness in Singapore and Malaysia.

Reader pulse

Is relying on a distributor the best approach for luxury watch brands in Asia?

16,440 votes so far