Pop-up store on tour

ZENITH SA, Pop-up-Store since 2015, worldwide

In 2015, the watchmaking manufacturer Zenith celebrated its 150th anniversary. To mark this special occasion, the company travelled to several major cities around the world with a pop-up store. 

The Zenith anniversary tour began in Paris – at the Tour Auto Optic 2000 motor sports event, to be precise. At the Grand Palais, where the teams put their vintage racing cars on show, Zenith gave visitors to its pop-up store an insight into its 150-year history. M-Design designed the store to showcase antique timepieces alongside the manufacturer’s latest watch creations. Visitors interested in the delicate art of making a watch movement could even observe a skilled watchmaker at work.

After this prestige event, the store was dismantled and shipped off to Shanghai, where it was on display for nearly a week in the exclusive New World Daimaru Shopping Mall. From there, the tour continued to Hong Kong’s Ocean Centre.

Messerli was responsible for the logistics and store assembly for all the destinations. Because of the long distances involved, this required meticulous planning and close collaboration with local partners. Thanks to our experienced project managers, this special promotional tour was a complete success, giving the public worldwide a fascinating insight into the world of watch manufacture.