Meet Joia de Baume & Mercier: The Jewelry Watch Returns
A 28mm women's collection that reads as a piece of jewelry first, a watch second — and is already in such high demand that our first allocation has sold out.
For Baume & Mercier, the launch of Joia de Baume & Mercier is not simply the arrival of another women's watch — it is a return. The maison has been making jewelry-led timepieces for women since the early decades of the 20th century, earning early acclaim in 1920 for its 6-ligne jewelry watches and later building a legacy on collections like Marquise, Linéa, and Catwalk. While much of the brand's recent attention has been on the Riviera and Clifton families, that quieter, jewelry-first heritage has always been there. Joia brings it back to the front of the showcase.
The collection presents itself, in the maison's own framing, as a "bijou" — a jewel that completes an outfit, rather than a tool for reading the time. The case sits at a softly proportioned 28mm, just 7.2mm thin, with no lugs to interrupt the line of the strap or bracelet. The crown is domed and set with black agate. The dials are sun-satin silvery, the movement is Swiss quartz with roughly five years of autonomy, and the entire collection is built around interchangeability, ease, and that elusive sense of presence-without-fuss.
Joia arrived at King Jewelers earlier this month — and to put it plainly, our first allocation sold out faster than we expected. We've already opened pre-orders for the next round, with a current lead time of two to six weeks.
What Is Joia de Baume & Mercier?
Joia de Baume & Mercier is the maison's newest women's watch collection — a four-reference family of 28mm polished steel timepieces conceived as jewelry first. All four share a soft, lugless silhouette, a domed black agate crown, a silvery sun-satin dial, and the Swiss quartz Ronda 751 caliber (approximately five years of autonomy). Three permanent references — Ref. MOA10847, MOA10848, and MOA10849 — are priced from USD $1,350, and a fourth limited-production reference, Ref. MOA10850, brings a 40-stone diamond-set bezel for USD $4,400.
A Return to Foundational Heritage
What makes Joia feel significant — at least to those of us who watch Baume & Mercier closely — is that it isn't a side project. The maison's official history makes clear that women's watches and jewelry-led pieces have always been part of its core story. The 1920 6-ligne jewelry watches, the postwar Marquise, the later Linéa and Catwalk: these were never afterthoughts. They were proof of an idea that runs through the whole brand — that a Baume & Mercier women's watch can be expressive, design-led, and an object on its own terms, not a scaled-down version of a men's piece.
Joia is that idea, restated for now. It's a feminine-first proposition rooted in nearly two centuries of watchmaking. And it's clearly resonating: the first wave through our showroom in Green Hills moved quickly.
Design Language: Jewelry First, Watch Second
The shared architecture across the entire Joia lineup is deliberately restrained. A polished 28mm round case, slim 7.2mm profile, scratch-resistant anti-glare sapphire crystal, a black agate crown, and a simple two-hand display of hours and minutes. The water resistance is rated to 50 meters — enough for daily life without the overbuilt feel of a sports watch.
Each reference then shifts the tone through small but meaningful choices: the metal of the case, the treatment of the numerals, the finish of the bracelet or the leather of the strap. The result is a collection that feels coherent at a glance but personal up close.
The Lineup: Three Permanent References
Ref. MOA10847 — Midnight Blue Calfskin. Polished steel case with 4N gold-plated Roman numerals and leaf hands, set against a midnight blue calfskin strap. The most classical of the three — quietly elegant.
Ref. MOA10848 — Steel Bracelet. The same dial details, given a more sculptural feel through an integrated polished/satin stainless steel bracelet with three-row H-shaped links and a triple folding clasp.
Ref. MOA10849 — Black PVD. Polished 4N PVD-treated steel, with transferred Roman numerals, ruthenium leaf hands, and a black calfskin strap finished with a matching 4N PVD steel pin buckle. The boldest of the trio.
All three permanent references retail from USD $1,350.
The Limited Production Heritage Piece: Ref. MOA10850
Sitting slightly apart from the permanent trio is Ref. MOA10850, a limited-production reference that draws directly on a 1950s historical model from the Baume & Mercier archive. The bezel is set with 40 brilliant-cut diamonds (Top Wesselton, VS quality, 0.81 carats total). The silvery dial carries a crisscross satin-brushed finish and black transferred Roman numerals. The bracelet is stainless steel with embossed flattened-link decoration that nods to the heritage piece it's inspired by.
It's still the same 28mm × 7.2mm case as the rest of the collection, and it still carries Joia's design language — but the MOA10850 reads as something a little more formal, a little more occasion-ready. Pricing is USD $4,400.
Full Specifications
Permanent Trio (Ref. MOA10847 / MOA10848 / MOA10849):
Movement: Swiss quartz, Caliber Ronda 751, ~5-year autonomy
Functions: Hours, minutes
Case: 28mm × 7.2mm; polished stainless steel or 4N PVD stainless steel
Water resistance: 50 meters
Crystal: Scratch-resistant, anti-glare sapphire
Crown: Domed, set with black agate
Dial: Silvery sun-satin; 4N gold-plated or black transferred Roman numerals
Strap / Bracelet: Interchangeable midnight blue or black calfskin with steel pin buckle, or integrated H-link stainless steel bracelet with triple folding clasp
Price: From USD $1,350
Limited Production (Ref. MOA10850):
Movement: Swiss quartz, Caliber Ronda 751, ~5-year autonomy
Functions: Hours, minutes
Case: 28mm × 7.2mm; polished stainless steel; bezel set with 40 brilliant-cut diamonds (Top Wesselton, VS, 0.81 ct)
Water resistance: 50 meters
Dial: Silvery with crisscrossed satin-brushed finish; black transferred Roman numerals
Bracelet: Stainless steel with embossed flattened-link decoration
Price: USD $4,400
Availability: Limited production
Why Joia Matters
Plenty of brands launch women's watches every year. Most are scaled-down versions of an existing men's reference, or one-note "ladies' editions" that arrive without much conviction. Joia is different in tone. It's a collection that takes the maison's longest-standing strength — the jewelry watch as an expressive object — and translates it for the way women actually wear watches now: between casual and formal, dressed up and dressed down, day into night.
It's the kind of piece you reach for without thinking about it. And, based on how quickly our first allocation moved, it's the kind of piece collectors and gift-givers are reaching for, too.
Shop Baume & Mercier Joia at King Jewelers
Reserve Your Joia at King Jewelers
Baume & Mercier doesn't launch a new women's collection often, and when one lands with this much intentionality behind it, it tends to move. Our first allocation of Joia sold out within weeks — which is the best possible signal that the maison has read the moment correctly.
If you've been waiting for a 28mm jewelry watch that doesn't feel like a compromise, this is the one. Pre-orders are open now at King Jewelers, with a current lead time of two to six weeks. Browse our current Baume & Mercier collection to see what we have in stock today, then contact our team or visit our Green Hills showroom to reserve your Joia from the next allocation.
A jewel that tells the time. A heritage, restated. And — for the moment — a waitlist worth being on.
Frequently Asked Questions
What is Joia de Baume & Mercier?
Joia is Baume & Mercier's newest women's jewelry watch collection — a four-reference lineup of 28mm polished steel watches with no lugs, a black agate-set crown, and a silvery sun-satin dial, powered by the Swiss quartz Ronda 751 caliber. It launches with three permanent references from USD $1,350 and one diamond-set limited production piece at USD $4,400.
How many references are there in the Joia collection?
Four: three permanent references (Ref. MOA10847, MOA10848, MOA10849) and one limited production reference (Ref. MOA10850) with a diamond-set bezel.
How much does Joia de Baume & Mercier cost?
The three permanent references start at USD $1,350. The limited production Ref. MOA10850 with a 40-stone (0.81 ct) diamond bezel is USD $4,400.
What size is the Joia case?
A 28mm round polished steel case at 7.2mm thick. The case has no lugs, so the strap or bracelet flows directly from the case — part of what gives Joia its jewelry-first feel.
What movement powers the Joia collection?
Swiss quartz, Caliber Ronda 751, with approximately five years of autonomy. All four references share the same movement and the same two-hand hours-and-minutes layout.
Is the Joia limited or part of the permanent collection?
Both. The three core references (MOA10847, MOA10848, MOA10849) are part of Baume & Mercier's permanent catalog. The diamond-set MOA10850 is a limited production reference.
Can I buy Joia de Baume & Mercier at King Jewelers?
Yes. We're an authorized Baume & Mercier dealer in Green Hills, Nashville. Our first allocation of Joia sold out quickly, but pre-orders are open for the next round with a current lead time of two to six weeks — contact our team to reserve a specific reference and we'll keep you posted on your delivery window.
How long is the pre-order lead time on Joia?
Two to six weeks from order to delivery. We'll confirm a more specific window for your selected reference when you place the pre-order.
