For Watches & Wonders Geneva 2025, we had the honour of partnering with Andreas Messerli AG on behalf of IWC Schaffhausen to create one of the largest and most striking booths at the entire exhibition.

On an impressive footprint, with a tightly managed schedule and a team of just 42 highly specialised professionals from twelve different trades, we crafted a stand that sets new benchmarks — a true collaborative achievement made possible only through flawless coordination.

This year’s IWC presentation revolved around an exciting film production in which the brand plays a central role within a fictional racing team. The booth was heavily inspired by the world of motorsport and featured, among other things:

• Original props from the film, including race cars, pit equipment, and team gear
• Exclusive timepieces worn in the movie
• Film-themed beverages – including the signature mocktail “Apex”

The result was a brand experience that perfectly fused emotion, precision, and design.

We are proud of the outstanding collaboration with IWC Schaffhausen, Andreas Messerli AG and ETAVIS Kriegel+Schaffner AG, and look forward to many more exciting projects together.