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Andy Garcia for Baume & Mercier charity

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What do Meg Ryan and Kiefer Sutherland, Kim Basinger and Gary Sinise, Teri Hatcher and Ashton Kutcher have in common? Well, aside from good looks, star power and social influence, these Hollywood celebrities have been known to participate as ambassadors to the Baume & Mercier & Me charity campaign.

This year, the former Godfather 3 and Oceans series actor Andy Garcia is the new ambassador of the Geneva-based watch brand’s now famous humanitarian initiative.

The philanthropic mechanism of this campaign is both simple and effective: Andy Garcia, like the Hollywood celebrities in the previous campaigns, is offering voluntary use of his reputation and his image by serving as a Baume & Mercier ambassador for a full year – in exchange for the brand providing financial support to the charities of his choice.

All royalties normally due to Andy Garcia, as well as those of photographer Greg Gorman, will be donated to several organizations working in the fields of cancer research, child education, helping underprivileged women and the struggle against poverty – all causes that Baume & Mercier has been actively supporting for some time now.

The Baume & Mercier & Me charity campaign first launched in 2005 was one of the first of its kind. But the brand’s commitment to others goes much further back.

Arthur Baume, son of one of the founders of the Maison Baume and director of the Baume & Co subsidiary company in London, personally undertook to help the city’s French hospital during World War I. He served as Chairman of the establishment, thereby taking over from his uncle and predecessor Celestin Baume in the 19th century.

In 1920, Arthur Baume was rewarded for his devotion by the French President Raymond Poincaré, who presented him with the Legion of Honour. During World War II, the Chairman of Baume & Mercier, Constantin de Gorski, was also actively involved in the activities of the Red Cross in Geneva. Since the 1920s, the brand has consistently striven to defend noble causes relating to the environment, children and medical research, and Baume & Mercier now continues to cultivate this philanthropic legacy in an innovative way through its Baume & Mercier & Me campaign.

Previously, actress Evangeline Lilly (Lost) and actor David Duchovny (X-Files) associated with the fourth edition of the Baume & Mercier & Me campaign, representing the Geneva-based brand in order to join it in supporting charity projects. All royalties for the two celebrities, as well as those of photographers Michael O’Neill and Markus Klinko & Indrani who shot their portraits, are donated to charities selected in cooperation with Evangeline Lilly and David Duchovny. The causes supported by this campaign include cancer research, child education, helping underprivileged women and the struggle against poverty.

For this campaign, Andy Garcia wears a Baume & Mercier Classima Executives XL MOAO 8688 steel watch. This classic, timelessly elegant watch with its guilloché dial featuring an opening that reveals the balance, is a perfect match with his personality.

With its Roman numerals, straight-line guilloché dial and blued hands, it features the best of traditional watchmaking interpreted in a contemporary manner ideally suited to all circumstances. The ideal watch for classic yet relaxed personalities such as Andy Garcia.

Well, when a good deed is done, La Moda is surely to take notice. We say ‘aye’ to corporate social responsibility initiatives, and we believe that one should use popularity for good cause, right? So, kudos to Andy Garcia and Baume & Mercier for coming up with this project, and spreading the love.

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