Favre-Leuba Launch
For the global launch of Favre-Leuba’s new watch line, a 4.5-metre floating table became a cinematic dial where time, craft, and landscape unfolded in moving light.
Tamschick Media + Space transformed the surface into a media sculpture that stages the brand’s heritage and innovation in a single, focused experience.
A floating dial as storytelling canvas
The core idea was to use a circular, apparently floating table as an oversized watch face and stage for a spatial narrative. The table surface was projection-mapped so that it opened, rotated, and transformed, guided by a tightly choreographed motion design and light atmosphere.
Historic imagery introduced Abraham Favre’s original vision, while 3D animations revealed the inner workings of mechanical movements and the technical character of contemporary models such as the Harpoon. Journeys from mountain peaks to ocean depths linked watch functions to the environments they are built for, balancing poetic imagery with clear product storytelling.
A cinematic journey through 280 years
Guests gathered around the table and watched an eight-minute sequence unfold directly in front of them. The projection moved from archival scenes and early craftsmanship to dynamic visualizations of gears, cogs, and complications, then into high-gloss renderings of the new collection. Sound design and music tied the chapters together into one continuous arc.
At the end of the show, the table shifted back to its physical role as a presentation surface: the real watches appeared where their virtual counterparts had just been seen. After the premiere in Tokyo, the experience was adapted into additional languages and toured to Dubai, New Delhi, Taipei, Hong Kong, and finally Baselworld 2017 as part of Favre-Leuba’s global relaunch.
A historic brand launch
Favre-Leuba needed to introduce a redesigned watch line to international audiences while preserving the credibility of a 280-year Swiss watchmaking legacy. The launch had to speak to retailers, media, and VIP guests across cultures, especially in Asian key markets, without feeling like a conventional product presentation.
The task was to translate precision engineering, exploration stories, and brand values into an emotionally engaging experience that works in event venues from Tokyo to Dubai and ultimately Baselworld.
The launch format gave Favre-Leuba a distinctive, premium way to reintroduce itself in competitive watch markets. By condensing a complex brand story into a single, memorable encounter around one shared object, the experience supported retailer relations, press coverage, and internal brand pride across all launch cities.
Project Highlights
Circular projection table as a floating “watch dial”
Eight-minute media show linking heritage, mechanics, and new collection
High-resolution 3D animations of movements and hero models
Adaptable content for multiple cities and languages
Tight integration of virtual storytelling and real product reveal
Facts & Figures
Music & Sound Design: Not A Machine GbR
