There are two kinds of people in sport. There are those who turn up, do their job and go home, and then there are those who somehow make the whole business look like a performance. Shreyas Iyer belongs rather firmly in the second category. There is the batting, of course, where timing, patience and the occasional spectacular assault on a cricket ball have made him one of India’s most recognisable players. Then there is the man away from the pitch, whose fashion choices, confidence and increasingly distinctive public persona have given him an identity beyond cricket. It is precisely this combination that makes his new association with Baume & Mercier rather interesting. The Swiss Maison has appointed Iyer as its new Friend of the Maison, bringing together a cricketer whose career has been built on discipline and resilience with a watchmaker whose own history stretches back nearly two centuries. In theory, cricket and mechanical watchmaking have very little in common. In practice, both are rather obsessed with timing, precision and what happens when you get it spectacularly right.
A Partnership Built Around Precision, Character And Ambition
Baume & Mercier sees in Iyer the same qualities that have shaped its identity since its founding: ambition, precision, character and a determination to pursue excellence. His career has been marked by an ability to remain composed under pressure, adapt to demanding situations and take responsibility when the stakes become particularly high. These qualities have made him more than simply a successful cricketer and have increasingly positioned him as a contemporary figure of influence across sport, fashion and lifestyle.
“I am honoured to join Baume & Mercier as Friend of the Maison. What resonates with me most about the brand is its philosophy that success is built over time, through dedication, consistency and meaningful moments. These are values that have shaped my own journey. A Baume & Mercier timepiece reflects not only craftsmanship and precision, but also the importance of appreciating every milestone along the way.” says Shreyas Iyer.
The appointment also represents an important moment for Baume & Mercier in India, where cricket is considerably more than a sport and its leading players occupy a cultural space normally reserved for movie stars and rock musicians. Iyer’s appeal extends well beyond his performances with the bat. His distinctive personal style and confident public persona have helped him connect with a younger generation that sees success not simply as a destination, but as something to be continually redefined.
Also Read: Salman Khan’s Watches: A Collector’s Eye On The 7 Dogs Star
When Cricket Meets Swiss Watchmaking
The connection between Iyer and Baume & Mercier is ultimately about timing, although thankfully nobody at the Maison appears to have suggested that the cricketer start wearing a watch while batting. Cricket is a game of fractions of seconds, instinct and precision, while mechanical watchmaking is an exercise in controlling those same ideas through hundreds of tiny components working in harmony. Both demand patience, concentration and the ability to perform when everything is under scrutiny.
For Baume & Mercier, Iyer represents a modern interpretation of those values. The Maison’s watches are designed to accompany significant moments in life, whether that means a professional achievement, a personal milestone or simply the satisfaction of having made something happen through years of effort. Iyer’s journey fits neatly into that philosophy.
The Leader Behind The Batsman
Iyer’s career has increasingly been defined by leadership as much as batting. He has captained three different IPL franchises to the tournament final, a distinction that underlines his ability to operate effectively in high pressure environments. He led Kolkata Knight Riders to the IPL title in 2024 before guiding Punjab Kings to the final in 2025, helping establish himself as one of the competition’s most influential leaders.
His leadership style is based less on theatrics and more on composure, tactical thinking and confidence. That ability to remain calm when the scoreboard starts looking rather unpleasant is precisely the sort of characteristic that brands such as Baume & Mercier find attractive. After all, luxury watchmaking is not exactly an industry famous for rushing things.
A New Generation Of Luxury Icons
Iyer also represents the changing face of luxury in India. The modern luxury consumer is increasingly interested in personality, authenticity and individuality rather than simply acquiring objects with impressive price tags. Watches have become an extension of personal style, and partnerships with athletes, actors and cultural figures allow traditional Maisons to communicate with audiences far beyond the traditional world of horology.
Iyer fits comfortably into that landscape. He is successful without being defined entirely by success, fashionable without appearing to manufacture a persona and recognisable enough to carry influence beyond the cricket field.
Baume & Mercier Finds Its New Sporting Ambassador
For Michael Guenoun, CEO of Baume & Mercier, the connection was therefore relatively straightforward. He describes Iyer as someone who embodies the Maison’s values through his dedication, pursuit of excellence and confidence, while representing a generation driven by ambition, authenticity and purpose.
It is a sensible partnership. Baume & Mercier brings nearly two centuries of watchmaking heritage, while Iyer brings the energy of contemporary Indian sport. One measures time through gears, springs and wheels. The other measures it through overs, innings and the increasingly unforgiving scoreboard. Both, however, understand one fundamental rule. When the important moment arrives, you had better be ready.
