Pleased clients were spreading the good word of the timepieces that came from the brothers’ comptoir. With this, came increased sales and the brothers were keen to adopt new innovations and modern production methods to keep up with the international competition, in particular from the USA. In 1840, they introduced the Lepine calibre into their range along with the cylindrical escapement – both firsts in the Jura region of Switzerland. Although not a new concept, the slimmer movement enabled the brothers to manufacture a much slimmer and lighter pocket watch.
During this period, third and fourth brothers, Charles Auguste Feliciene (Feliciene) and Josephus Eugene joined the business. But it was Feliciene that decided to move to La Chaux-de-Fonds, something of a watchmaking metropolis, to establish a workshop with modern machinery and methods that would enable the company to become more independent and not fall behind with advancing manufacture.
By 1847 the Freres Baume reputation was held in high esteem, Celestine moved to London to market the watches and get more exposure. In 1851 he established the ‘Baume Brothers’ in Clerkenwell and later moved to Hatton Garden. Following on from Celestine’s efforts, the Baume Brothers watches were the first brand to be distributed in the Australia & New Zealand areas as well as being marketed throughout the British Empire.
In 1875 ill health forced Celestine to request assistance in the running of the London operation. Arthur Baume accompanied by his cousin Alexandre Baume went to answer that call, and in doing so, ushered in the second generation of the business, establishing the new company “Baume & Co.” in 1876, with more than a slight hope of conquering America. Alcide was to stay in, in Switzerland to manage affairs there.
1876 saw the 100th anniversary of the Declaration of Independence in America. To coincide with these celebrations the first Universal Exhibition – later becoming known as The World Fair was held in Philadelphia between May and November. Both Arthur & Alexandre followed the experienced (and now recovering) Celestine who wanted to oversee the business transition. The trio established themselves solidly, meeting with thousands of visitors, winning a medal but most importantly they set up a representation of Baume & Co. in Philadelphia, opening the door to the country. The American watchmaking innovations that were on display were something of a shock to the Europeans as technically they were so far ahead of the Swiss methods of manufacture. Many companies, in particular, the British watchmaking industries could not keep up, but the Swiss, including Baume & Co, embraced the developments and continued with a renewed desire to succeed.
Following on from the success at the first World Fair, Baume & Co. entered a Golden Age, winning no less than ten Grand Prix awards and seven gold medals at international events in Paris, Melbourne, Zurich, Amsterdam, Chicago and culminating in London when they won the Kew time trials in 1892 held at the Kew Observatory. The pocket watch that featured a tourbillon movement scored the highest ever marks of 91.9 which stood unmatched for over a decade.
In 1912 William was to become acquainted with Paul Tchereditchenko, a Russian that had settled in Switzerland. He had been hired by Haas watchmakers of Geneva. His great business acumen and mastery of no less than seven languages soon found him as business manager. Once his application for Swiss citizenship had been approved, he was to take up his French mother’s maiden name – Mercier. At Paul’s request, William attended a business meeting in Geneva. He set off from Les Bois 'armed' with a briefcase full of Baume & Co timepieces.