The Moodies – Experiential Campaign
Best Experiential Campaign
Winner Retailer
China Duty Free Group – Watches and Wonders
The third Watches and Wonders luxury watch exhibition was held from 2 December 2022 to 28 February 2023 at cdf Haikou International Duty Free Shopping Complex and at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The event was jointly organised by China Duty Free Group (CDFG) and Fondation de la Haute Horlogerie (FHH). Described as “the most advanced exhibition for exceptional timepieces in China in 2022”, Watches and Wonders featured some of the biggest names in the industry.
The stellar 13-brand line-up included A. Lange & Söhne, Baume & Mercier, Cartier, Girard-Perregaux, Hermès, IWC Schaffausen, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Ulysse Nardin, Roger Dubuis and Vacheron Constantin.
The “professional watchmaking culture exhibition”, which had a ¥12.21 million (US$1.71 million) budget, provided guests a panoramic view of watchmaking history. The design of the 1,000sq m showroom was inspired by the Möbius strip – a single-sided surface with no boundaries – reflecting the circular flow of time.
The exhibition was organised around four overarching themes, each divided into six chapters. Ten distinct spaces within these chapters combined textual and visual elements to create a horological art museum-like experience.
The space showcased antique watch pieces, blueprints of master designs, watchmaking tools and conceptual futuristic watches. The exhibition featured mini cinema and interactive devices employing sensory tools, virtual reality and augmented reality. Professional lectures on complex watch functions authorised by FHH allowed visitors to increase their horological knowledge.
Exhibiting brands orchestrated various activities, offering guests distinctive experiences. Jaeger-LeCoultre spotlighted the 90-year history of its classic Reverso collection, while IWC constructed a two-dimensional black and white canvas space to interpret its Portofino collection. At Roger Duby’s, visitors could explore the engineering of mechanical watches by taking a lesson on polishing movements; and at Vacheron Constantin a special salon invited visitors to experience traditional Chinese incense.
The Panerai pop-up encouraged travellers to engage in a sailing challenge and discover the training routine of leading sailing team Luna Rossa Prada Pirelli; visitors could also operate a seed vending machine at Baume & Mercier, which allowed them to recycle plastic bottles and participate in sustainable watchmaking.
Recognising high horology as the epitome of the watchmaking industry, the event paid tribute to the fusion of aesthetics and technological advancements. The CDFG watches & jewellery team moved away from the conventional ‘one brand one showcase’ exhibition approach by curating mixed media to demonstrate the omnichannel watches culture.
Watches and Wonders opened in spectacular style at the cdf Haikou International Duty Free Shopping Complex on 2 December 2022
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