Laurențiu Lupușor – General Manager, Baumit Romania

As a child, I grew to love technically inclined literature, even science fiction, and so the idea of a perpetuum mobile began to fascinate me. In my imagination back then, a watch represented a kind of perpetuum mobile, and that is how my passion for watchmaking was born. Then, the first watch I can consider a collector’s piece was a Jaeger-LeCoultre, a gift from my aunt, who was always like a second mother to me. It was a simple and elegant watch, with special sentimental value because it had belonged to my uncle. Perhaps for that reason Jaeger-LeCoultre has remained my favorite watch brand to this day.

While in Kuwait on a technical visit, I was invited to a symposium organized by Behbehani, the renowned luxury watch retailer. During the event, I had the honour of being seated next to a distinguished lady from one the ruling families in the Emirates. That evening, we talked a lot about watches – about the history and philosophy of this field, but also about the technical side, praising the superb watch she was wearing. Two days later, I received an unexpected gift at my hotel – a men’s watch from the same brand, remarkably refined in its simplicity.

I cannot boast a true watch collection – I am, rather, a devoted admirer. Of course, I love vintage watches, and deeply respect brands such as Jaeger-LeCoultre, A. Lange & Söhne, Constantin Vacheron, Breguet, Patek Philippe, Cartier. The list goes on, and the order is not important. Still, I do recall an unexpected place where I encountered a collectable watch. I was in Havana on a business trip when I stumbled upon an elderly watchmaker who had an open-air workshop – just three metal tables set up on an overly crowded sidewalk. From him I was able to buy, for a symbolic amount in local currency, a spectacular Cuervo y Sobrinos – old but fully functional, it won me over with its charming colonial aura.

A watch is similar to a real friend – it stays with you for life. Moreover, a watch may remain in your family for generations. Personally, I would like to believe that I am, much like a good watch, a transparent personality, characterized by honesty and devotion.

Yes, definitely. The world of watchmaking offers many valuable lessons about both management and leadership. First and foremost, I have learned that success in any project or process is never accidental – on the contrary, it is the result of rigorous work, attention to detail, and respect for craftsmanship. A good watch only works flawlessly when every component, no matter how small, is harmonized with the whole. I am convinced that the same principle applies to the way a company operates.

We started out in 1995, in an industry undergoing rapid transformation, with many unknowns, but with the confidence that we could bring something of value to construction in Romania. We built the foundation of the company starting with the most important aspect: people. The current team – some of whom have been with us for over 20 years – was built over time through respect, transparency, and continuous investment in professional development. Baumit Romania offers a stable, predictable working environment and a culture based on trust, collaboration, and the desire to do things well. I believe that the spirit of Baumit Romania stays alive through this unbeatable “loop”: people who grow with the company and a company that constantly invests in its people. Baumit has brought technologies that have radically changed the way we design, build, and live in Romania.

I believe that the Baumit spirit is perhaps best reflected in the Healthy Living concept. For us, a quality building is not only durable and energy efficient – it also offers a healthy environment and real comfort for those who live or work there. That is why, over time, we have developed numerous solutions that raise the standards in living conditions – such as the Baumit Klima product range or the Ionit System, an innovative plastering and painting solution that helps maintain a cleaner and more balanced climate at the interior. All these technologies are based on research conducted at Baumit VIVA Park, the largest comparative testing center in Europe, where we continuously monitor how materials behave in real living conditions. This is the essence of Baumit’s vision: modern, science-backed technologies, designed with responsibility for people and for the future.

Mechanization in construction makes a difference through rigor and efficiency – principles very familiar to any watch connoisseur. For example, a revolutionary technology such as the Baumit SpeedMaster – designed to dramatically speed up the application of the ETICS systems – brings predictability and greater control, reduces human effort and execution time without compromising quality. Baumit technologies are not just functional, they transform the construction sites into safer, more predictable spaces. It is, in a way, the same logic of functional precision found in watchmaking.

The mechanisms that will drive the construction industry are already visible: energy efficiency, process digitization, intelligent mechanization, and the growing focus on quality of life in built spaces. In an unpredictable economic context, with increasing pressure on resources and labour, companies will need to operate like clockwork – consistently, rigorously, and sustainably. Baumit Romania will continue to invest in technologies that simplify workflows and contribute to building healthier homes. The future belongs to those who build responsibly, with patience and a long-term vision.