Baume

Baume

BaumeSwiss-based BAUME is the newest luxury watchmakers in the world. Part of the world’s second-largest luxury goods maker, Compagnie Financière Richemont, BAUME launched on May 15, 2018. As one of the houses of Richemont, BAUME is the sister company of Cartier jewelry, Dunhill leather goods, and Montblanc writing instruments. BAUME watches are sold online and in select stores, and the brand uses only natural or recycled materials in their timepieces. From its headquarters in the Meyrin canton of Geneva, BAUME offers a fully customizable watch directly to customers worldwide.

The new house is the brainchild of Richemont’s Chairman Johann Rupert who wanted to transcend tradition and create an innovative maison with new brand values. Rupert envisioned avoiding animal-based materials and turning instead to bio-friendly, sustainable and recyclable components made from cork, linen, and cotton. He also wanted to use a direct business-to-consumer sales model. Finally, Rupert wanted to offer personalization to consumers so they could create a unique watch for themselves. And he wanted it done quickly.

A Difficult Business Problem

With an average selling price of 490€ to 760€, the configuration process needed to be as precise and well-engineered as a Swiss watch. Traditionally, luxury brands dictate what’s attractive and what people should buy. BAUME is turning that model on its head by giving its customers the power to decide for themselves what’s beautiful and to share in the creative experience of crafting a distinctive watch. BAUME watches are built using recycled, upcycled, and sustainable materials from such non-traditional sources as championship BAUME Case Study skateboards and new ski equipment. Customers can mix different watch elements – dial style, casing finish, and strap material among others – using a product configurator to create 3,132 different watches. Personalization can be taken even a step further with factory engraved inscriptions. This method of personalized, customized, digitized manufacturing required disparate information systems, never designed to work together, to be closely connected.

The project had a very high profile within Richemont, because, if successful, it could be replicated across other companies within the group.

Enter Aykut Tunca

One of the people Richemont turned to was Aykut Tunca, then a senior digital manager in the IT Department. With a small team, ambitious goals, and tight deadlines, Aykut Tunca knew he needed to make the information flow as simple as possible. This meant avoiding information siloes from the start. To achieve his goal, Aykut Tunca took the opposite approach from the one BAUME took to its products. To create a stable and scalable system and not face issues later, Aykut Tunca and his lean team minimized customization and stuck to out-of-the-box functionality wherever possible. However, they still faced a big task. To make the watch configuration process efficient, the customer management system Salesforce.com needed to be connected with the enterprise resource planning system SAP, the supply chain management systems Moduslink, and purpose-built engraving machines. Some of these systems existed in the cloud, some of them existed on-premises, some supported conventional connection methods, and some relied on unpublished APIs.

Enter Jitterbit

It was BAUME’s Salesforce.com representative who first introduced Akkut Tunca to Jitterbit. The rep was comfortable recommending Jitterbit because he knew that Salesforce.com itself had used the product in over 500 internal projects and owned an equity position in the firm. Meredith Schmidt, then SVP of Global Revenue Operations, was even quoted as saying “We couldn’t close the quarter on time without Jitterbit”. On the Salesforce. com rep’s recommendation, the team evaluated Jitterbit quickly, but carefully, and elected to use it from the start.

“We wanted to go very far with this project. Price was not the main driver, but the driver was to have a middleware to provide flexibility with various types of systems.”
– Aykut Tunca

The Implementation

Overall, the project ran for about nine months, but Jitterbit was fully implemented in two months. In that time the team was able to create a 100% real-time information flow that did not rely on a single flat file or batch integration. The full project involved 5 phases; analyze, design, develop, test, and go-live. At the end of the last phase, BAUME was ready to offer its watch customization services across 83 countries. For his excellent work, Akkut Tunca was promoted from Senior Digital Manager to Head of Organization and eBusiness.

Jitterbit Fixes More Problems

BAUME has not stopped its use of Jitterbit at that. Recently the company used Jitterbit to integrate EasyPost, a service which alerts customers when orders are delivered, into the mix. Aykut Tunca looks forward to plugging in more systems in the future.

“Jitterbit is easy to use yet provides us with a powerful, reliable and fast integration platform. It has many out of the box connectors for major enterprise apps. We can connect to anything and automate our business flows through Jitterbit.”
– Aykut Tunca

Organization

Baume

Industry

Luxury goods

Endpoints connected

SAP, Moduslink, Salesforce.com and purpose-built engraving machines

Challenge

  • Launch a new luxury watchmaker in record time
  • Offer a customizable watch directly to customers worldwide.
  • High profile project.
  • Limited time.
  • Limited resources.

Results

  • BAUME went from conception to commerce in just 9 months.
  • Principals promoted
  • Company expanding its use of Jitterbit.

Why Jitterbit:

  • Recommended by Salesforce.com

Integration Use Cases:

  • Front office / back office integration
  • E-Commerce integration

Key Success Metrics:

  • Top line revenue
  • Bottom line profit

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