Swiss watchmaker Baume & Mercier has introduced a new face for India, appointing Janhvi Kapoor as Friend of the Maison. The partnership signals a fresh chapter for the brand, underscoring its focus on contemporary femininity and authenticity. It also aligns with the debut of the Joia de Baume & Mercier collection, conceived as a modern expression of these values.

“I am truly honoured 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 captures the idea of celebrating every moment while staying true to who you are,” Kapoor said.

According to the brand, in her new role Kapoor reflects the principles that have defined the Maison since its founding—natural elegance, balance, and an intimate approach to style. Her authenticity and emotional range align with the brand’s belief in watchmaking as a companion to life’s meaningful moments.

The Joia de Baume & Mercier collection extends this philosophy, presenting a vision of femininity that is instinctive and expressive. Designed to celebrate individuality, the collection is intended to accompany women across different aspects of their lives. The brand sees a natural synergy with Kapoor, whose persona blends 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 aim to express a vibrant and instinctive elegance in tune with today’s women. We are delighted to welcome her to the Maison,” said Michael Guenoun.

Through her evolving body of work, Kapoor has emerged as a distinct voice in Indian cinema. Her performances reflect an ability to convey layered emotions with nuance, echoing the Maison’s approach to creating pieces that express character and individuality.

Since her debut in 2018, Kapoor has built a reputation for versatility, taking on diverse and demanding roles. Alongside her film career, she has established a strong presence in fashion and contemporary culture, connecting with a wide global audience.

Her association with Baume & Mercier strengthens the brand’s engagement with a younger generation while continuing to honour the legacy of its founders, William Baume and Paul Mercier.