In 1964, Baume & Mercier registered the Greek letter PHI as its brand logo, and it continues to be present on all Baume & Mercier designs. A symbol of the golden ratio and Leonard de Vinci's theory of proportion, it represents aesthetic elegance based on "divine proportions" that remain the brand's cardinal values.

the designers at Baume & Mercier utilize the goldmine of the company's over 175 years of watch-making history--from the oval of a crown to the graphics of a dial--to create the aesthetic contours of new timepieces. Inspired by a rectangular pink gold watch introduced by Baume & Mercier in 1960, the signature Hampton line of watches was created as a blend of watchmaking tradition and contemporary design. And the company still lives by the original slogan of the Baume brothers when they started Baume Freres: "Accept only perfection, only manufacture watches of the highest quality."