业绩创新高后，卡地亚母公司“甩卖”了一个品牌

Core Viewpoint - Richemont, the parent company of Cartier, has decided to sell its watch brand Baume & Mercier to the Italian family group Damiani after reporting better-than-expected financial results [3][4]. Financial Performance - For the third quarter of the fiscal year 2026, Richemont reported total sales of €6.399 billion, an 11% year-on-year increase, surpassing market expectations [3]. - The jewelry segment, including Cartier, Van Cleef & Arpels, Buccellati, and Vhernier, continues to lead growth, achieving double-digit growth in all regions except Asia-Pacific [3]. Brand Strategy - Baume & Mercier, founded in 1830, is positioned as an entry-level luxury watch brand priced around ten thousand yuan, targeting younger consumers [3]. - The brand has struggled to leverage the resources of the Richemont group and lacks strong sales capabilities compared to competitors like Swatch Group's Longines [3][6]. Market Context - Industry analysts indicate that apart from the top four luxury watch brands (Rolex, Patek Philippe, Audemars Piguet, and Richard Mille), other brands are facing significant challenges, with Swatch Group nearing losses and Cartier's watch business also experiencing growth difficulties [4][6].