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During the 1950s and 60s, the company, constantly in pursuit of the equilibrium symbolized by the Greek letter Phi – the current Baume & Mercier logo – laid the groundwork of what is now considered the archetypal traditional round watch. It thus launched various chronographs equipped with functions such as moon phase or triple date displays.

Constantly demonstrating its creativity, Baume & Mercier unveiled innovatively shaped timepieces during the 1970s, such as the Galaxie and the Stardust, which won prestigious international awards including the Golden Rose of Baden-Baden. In 1973, Baume & Mercier brought out the Riviera, one of the world's first steel sports watches. In 1988, the firm joined the Vendôme group, now Richemont, and enriched its collection with a number of successful models which immediately established themselves as the brand’s flagship lines.