The watchmaking industry overall is seen as an art form and there’s a new cultural interactive experience that shines a stronger light on the art of watchmaking, its heritage and innovations. Titled ‘Experience Time’, the elevated experience brought to us by Richemont Group and its Specialist Watchmaking Maisons, offers visitors exclusive proximity to some of the world’s leading watch brands and for the first time, has made its debut in the Middle East.
Whether a client, watch connoisseur or craftsmanship enthusiast, you’re invited to immerse yourselves in the world of high watchmaking and discover the know-how of the prestigious Maisons such as A. Lange & Söhne, IWC Schaffhausen, Jaeger LeCoultre, Panerai, Piaget, Roger Dubuis and Vacheron Constantin.
“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,” says Michael Guenoun International Richemont Specialist Watchmakers Distribution Director & Global Chief Executive Officer of TimeVallée.
Below, take a look at the seven flagship boutiques in Dubai Mall offering sophisticated and educational activations…
A.LANGE & SÖHNE
The brand will be offering guests the opportunity to take a glimpse into the world of craftsmanship during an exclusive watchmaking class. You’ll discover how much precision and attention to detail is key, and how challenging it is to perform each task to perfection, courtesy of a watchmaker coming straight from Glashütte.
IWC has always brought magic to its craftsmanship and through Experience Time, you’ll be up for an intimate brand experience at the VIP cinematic lounge exploring the IWC Colours of TOP GUN. Step into the metaverse and journey through an out-of-this-world adventure as you discover the collection. There’s also a chance to claim a unique NFT that visitors can claim.
Jaeger-LeCoultre invites its guests to discover the latest signature of the Grande Maison – the 1931 Alphabet. It will be offered as a new style of personalisation for engraving on a Reverso case-back. Guests will also have the opportunity to try their hand at the decorative craft of the Perlage machine used at the Manufacture.
Dive into the world of the Florentine brand and discover what makes Panerai iconic. Nestled within an Italian setting this activation will offer guests the opportunity to enjoy a strap customisation service within its boutique.
The Maison has been reimagined with an exclusive, festive setup that allows visitors to discover a special exhibition of the Maison’s watchmaking records and boundary-breaking spirit. Guests will be able to enjoy the Piaget Infinitely Personal service offering infinite possibilities of customization.
Looking for a high-adrenaline journey? Roger Dubuis offers an exclusive experience in their secret room showcasing the brand’s horological expertise and constant will to break the limits of the achievable.
The brand is offering its visitors a first-hand immersive experience through the world of high watchmaking. Meet with artisans, explore the digital archives of the Maison, witness live strap customization and explore the fascinating world of Métiers d’Art.