Teaming up with Geneva’s Museum of Art and History, watchmaker Vacheron Constantin is bringing Swiss craftsmanship to Beijing’s Capital Museum.
The “Geneva at The Heart of Time” exhibition runs through August 12 and features 350 timepieces, as well as watchmaking equipment and machinery, reports South China Morning Post.
The watchmaker has flown in its craftsmen for the event, during which they will demonstrate watchmaking, enamelling, gem-setting, and engraving, including guilloche work.
The focal point of the exhibit is a re-creation of an 18th century Geneva workshop based on a painting Christophe Francois von Ziegler, which is housed in the Geneva Museum of Art and History.
Luxury in China is a hands-on experience, and Chinese consumers value brand education, including the heritage of a company. Sixty percent of Chinese consumers surveyed by Nielsen researched their luxury purchases on social media or other online platforms before making their purchase.
Events such as “Geneva at The Heart of Time,” along with the recent Pradasphere and “London Luxury. By Appointment” exhibitions, allow luxury brands demonstrate their quality and heritage directly to Chinese customers in-person.
image credit: vacheron constantin