Richemont Group and its Specialist Watchmaking maisons launched Experience Time – a cultural interactive experience aimed to shed a stronger light on the watchmaking industry in the Middle East – which made its debut in Dubai from December 8 to 12, across the maisons’ flagship boutiques in The Dubai Mall
Experience Time is the first event to be initiated by Richemont Group’s Specialist Watchmakers Division (SWM) in the Middle East that invites clients and watch connoisseurs to discover the know-how of the prestigious maisons, their history, novelties and shared passion for artistry.
Richemont’s Specialist Watchmaking maisons: A. Lange & Söhne, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis, and Vacheron Constantin opened the doors of their flagship boutiques to offer sophisticated and educational activations.
A.Lange & Söhne
A.Lange & Söhne offered its guests the opportunity a glimpse into the world of craftsmanship during an exclusive watchmaking class and a series of interactions with a watchmaker straight from Glashütte.
IWC Schaffhausen
IWC offered an intimate brand experience at the VIP cinematic lounge, exploring the IWC Colors of Top Gun, a walkthrough of the collection, and a discovery of the metaverse through the oculus glasses. Visitors could claim a unique NFT developed by IWC after the experience.
Jaeger-LeCoultre
Jaeger-LeCoultre invited its guests to discover the latest signature of the brand, the 1931 Alphabet – through its collaboration with the renowned lettering artist, Alex Trochut – which was offered as a new style of personalisation for engraving on a Reverso case-back. Guests also had the opportunity to try their hand at the decorative craft of the Perlage machine used at the Manufacture.
Panerai
Watch lovers were invited to dive into the world of the Florentine brand and discover what made Panerai iconic. Nestled within an Italian setting, the activation offered guests the opportunity to enjoy a strap customisation service within its boutique.
Piaget
Piaget hosted a special exhibition of the maison’s watchmaking records and boundary-breaking spirit, unveiling almost 150 years of watchmaking craftmanship. From world premieres to exclusive pieces blending the world of watchmaking and high jewellery, guests were delighted by the Piaget Infinitely Personal service offering infinite possibilities of customisation.
Roger Dubuis
Roger Dubuis took guests on a high adrenaline journey with an exclusive experience in their secret room. Putting Hyper Horology at the centre of everything, the experience showcased the brand’s horological expertise and constant will to break the limits of the achievable.
Vacheron Constantin
Vacheron Constantin offered a first-hand immersive experience through the world of high watchmaking, presenting a unique opportunity to meet with artisans, explore the digital archives of the Maison, witness live strap customisation, or explore the fascinating world of Métiers d’Art.
