Janhvi Kapoor becomes Friend of the Maison as Baume & Mercier unveils the Joia collection
Baume & Mercier has announced the appointment of Indian actress Janhvi Kapoor as Friend of the Maison, marking a new chapter for the brand. The association also coincides with the launch of the Joia de Baume & Mercier collection.
The brand said the collaboration reflects its ongoing focus on contemporary femininity, authenticity and individuality. According to Baume & Mercier, Kapoor’s appointment aligns with values that have defined the Maison since its founding, including natural elegance, a sense of balance and a deeply personal approach to style.
“I am truly honored to join Baume & Mercier as Friend of the Maison, especially at the launch of the Joia collection. I was instantly drawn to its celebration of a free, bold and authentic femininity. For me, style is a deeply personal expression, and Joia beautifully captures the idea of celebrating every moment while staying true to who you are,” said Janhvi Kapoor.
Baume & Mercier said Kapoor’s authenticity and emotional depth resonate with the Maison’s vision of watchmaking as a companion to life’s meaningful moments. The brand added that while the Joia de Baume & Mercier collection expresses a vibrant and instinctive femininity, it also reflects a broader philosophy that has long guided the Maison: creating timepieces that celebrate individuality and accompany women in every facet of their lives.
The Maison said this spirit finds a natural echo in Kapoor, whose personality combines modernity, spontaneity and confidence.
“Janhvi Kapoor embodies a contemporary vision of femininity that resonates deeply with us. Her authenticity and sensitivity make her a natural fit for Baume & Mercier. Through her, we wish to express an instinctive and vibrant elegance, in perfect harmony with today’s women. We are delighted to welcome her to the Maison,” said Michael Guenoun, CEO of Baume & Mercier.
Through her artistic choices and continuous evolution, Janhvi Kapoor has established herself as a singular voice in contemporary Indian cinema. Her ability to express different facets of her personality with nuance and sincerity reflects the Maison’s own approach, where each creation is designed to express emotion, character and individuality.
The arrival of Janhvi Kapoor as Friend of the Maison reinforces Baume & Mercier’s ongoing dialogue with a new generation of women while continuing to honour the legacy of its founders, William Baume and Paul Mercier.
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