This past August I had the joy of attending Wheels & Waves California (sounds more like a theme park than a motorcycling occasion), which can be a complementary mini-event to the initial Wheels & Waves held in Biarritz, France. Originally a tiny double-digit gathering of family and friends who ride and surf together, it’s since become an yearly migration of motorcyclists and surfers into the amounts exceeding 10,000 attendees, completely open to the general public. It is a tired little wild wild west, Cowboys and Indians-like shore town consisting of a skate park, two bars, three cafes, plus a well-known taco store serving up delicious smoked albacore tacos. Unveiled in the event was the Baume & Mercier Clifton Club Indian Burt Munro limited edition watch.Indian Motorcycle, established in 1901, is the oldest American bike brand and Burt Munro contributed immensely to American motorcycling by helping define its civilization and mechanical innovation along with setting a land speed record in 1967 in an Indian Motorcycle. Baume and Indian both referenced the long time parallel and tradition of timepieces and motorsports; both embodying the DNA of engineering advancements and the pursuit of performance.

Baume & Mercier has just announced a contest, which will take place on social media platforms, to mark the start of its new “special moments” ad campaign shot by Peter Lindbergh, with the top prize a Baume & Mercier Clifton automatic.

Shot by noted German photographer Peter Lindbergh, the new Baume & Mercier ad campaign has just gotten underway. To create some buzz for the campaign, Baume & Mercier has also organised a social media contest with a first prize of a Baume & Mercier Clifton automatic small seconds watch (model 10052), which has a US$2700 retail price. Like the ad campaign, the contest is centred on life’s significant moments. To qualify, contestants must post a photo or video of a special moment in their lives, along with an accompanying explanatory story as well as the hashtags #celebratemoments and #IacceptTC. This can be done on Baume & Mercier’s Facebook, Twitter or Instagram accounts. Along with the Clifton watch, the winner will also receive a limited edition, signed copy of “Images of Women” by Lindbergh, who also shot the IWC Portofino ad campaign. Three runners-up will also receive a signed copy of the book. The contest runs from 7 April to 5 May 2014. The rest of the contest rules can be found here.