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Baume & Mercier Joia: The Watch That Knows Exactly What Kind of Woman She's For

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  There's a particular kind of woman this watch was made for. She doesn't need a dial full of complications to feel accomplished. She wears classics, but never predictably. She's just as comfortable closing a deal as she is wandering a souk on a Friday afternoon, and her jewellery box probably has more gold than silver — but she'd never call herself a "gold person." She just is one. That's the woman Baume & Mercier had in mind when they created Joia . What Is the Joia Collection? Joia (the word means "jewel" in Portuguese, and it shows) is Baume & Mercier's answer to a question a lot of watch houses get wrong: how do you make a watch feel like a piece of jewellery without losing the integrity of a real timepiece? The brand's solution is a graceful 28mm silhouette — small enough to sit on the wrist the way a bracelet would, but built with the same Swiss watchmaking seriousness you'd expect from a house with a 195-year history....