Richemont’s Experience Time programme makes Middle East debut in Dubai
Swiss luxury group Richemont has one of the most extensive portfolios of high-end watch brands. Among these are some of the most prestigious Maisons that are distinguished by their craftsmanship, heritage, as well as innovation. It is to turn the spotlight on these marques that Richemont Group and its Specialist Watchmaking Maisons launched the cultural interactive experience dubbed ‘Experience Time’. Through this programme, the group invites clients, watch connoisseurs and craftsmanship enthusiasts to discover more about the celebrated Maisons, their history, novelties and shared passion for artistry.
Last week, Experience Time made its Middle East debut in Dubai and was on from December 8 to 12 across the Maison’s seven flagship boutiques in Dubai Mall. Termed as a journey at the intersection of heritage and innovation, the programme saw A. Lange & Söhne, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis and Vacheron Constantin open the doors of their flagship boutiques to offer visitors sophisticated and educational activations. The programme was designed to reflect the individual identity of each brand. “We are glad to bring this event to Dubai and to partner with Dubai Mall. Experience Time provides a unique opportunity for visitors to discover our Maisons’ savoir-faire and exceptional creations through our Maisons’ flagship boutiques. A truly interactive and immersive exhibition,” said Michael Guenoun, International Richemont Specialist Watchmakers Distribution Director and Global Chief Executive Officer of TimeVallée.
At A.Lange & Söhne, guests were offered a glimpse into the world of craftsmanship during an exclusive watchmaking class with experienced watchmaker Robert Hoffmann, Head of the ZEITWERK Assembly Department at the Maison’s Glashutte factory. Hoffman shed light on how important precision and attention to detail are and how challenging it is to perform each task to perfection, helping visitors appreciate more the work that goes into each watch.
IWC offered an intimate brand experience at the boutique’s VIP cinematic lounge, letting guests explore the IWC Colors of Top Gun. This included a walkthrough of the collection and a trip through the metaverse using oculus glasses, while enjoying fresh refreshments and sweets at the IWC café. IWC Schaffhausen has also developed a unique NFT that visitors could claim after the experience.
Jaeger-LeCoultre, celebrating 91 years since the iconic Reverso’s launch, showcased its collaboration with renowned lettering artist, Alex Trochut who created the new 1931 Alphabet. Visitors got to discover the latest signature of the Grande Maison, the 1931 Alphabet that will be offered as a new style of personalisation for engraving on a Reverso case-back. Guests also got the opportunity to try their hand at the decorative craft of the Perlage machine used at the Manufacture.
The activation at the Panerai boutique offered guests the opportunity to enjoy a strap customisation service, and also shed light on the brand’s eco-friendly initiatives including those on marine conservation as well as sustainable packaging practices.
Piaget had a special exhibition of the Maison’s watchmaking records and boundary-breaking spirit, unveiling almost 150 years of watchmaking craftmanship, and focusing on exclusive pieces blending the world of watchmaking and high jewellery, such as the new Gala.
Meanwhile, Roger Dubuis took guests on a high-adrenaline journey with an exclusive experience in their ‘secret room’. Focusing on ‘Hyper Horology’ the experience showcased the brand’s collaborations with Lamborghini and Pirelli.
At Vacheron Constantin, the main focus was on craftsmanship, art and heritage, with a watchmaker and exhibits offering a first-hand experience in the world of high watchmaking. Visitors also got to see the result of a collaboration between the Maison and Emirati designer Aljoud Lootah, whose craft embroidery work was on display above the strap customisation counter.
