A timeless tribute to eternity

IWC Schaffhausen, Watches and Wonders, Genf

The renowned Swiss watch manufacturer IWC Schaffhausen impressed visitors to Watches and Wonders in Geneva with a timeless exhibition stand. Inspired by classic modernism and exuding elegance, the 1,100 m2 stand was reminiscent of the brand’s manufacturing centre and reflected the company’s precision and passionate craftsmanship.

The stand’s remarkable design was developed by IWC’s Brand Experience Team. As general contractor, Messerli was in charge of the overall presentation and implementation in close collaboration with kpm3. Coordination between the professionals from each different trade had to be precise and punctual – like clockwork.

The walk-on platform in the middle of the stand floated above an illusionary water surface, creating a fascinating water effect thanks to customised floor panels and cleverly placed lighting. The moon, as the central element, emphasised the mystical connection to water and passed through the various phases of the lunar cycle using integrated projectors as each day went by. Under its light, visitors were able to view an exclusive selection of the latest watch collection. The IWC Perpetual Studio was also based on the raised platform, with an experienced watchmaker who gave visitors a fascinating insight into the complex mechanisms of mechanical watches.

The different times of day were artfully expressed with different colours and an exclusive soundtrack by Hans Zimmer. Seven high-resolution projectors ensured that the brand’s harmonious moving images were projected onto a surface measuring a total of 330 m2. Areas with lounges, meeting rooms and press rooms were discreetly hidden behind the projection screens.

The large round bar, which offered a tempting selection of delicious refreshments and an excellent view of the entire stand, rounded off the visitor experience. Teamwork, professionalism and passion resulted in a true masterpiece that is sure to be remembered for a long time.