WATCHES & WONDERS 2025
MONTBLANC
During the Geneva International Fine Watchmaking Fair – Watches & Wonders 2025,Montblanc unveils its new watch collections. The Studio Jean-Marc Gady designed the 500m² of an architectural setting that invites visitors to immerse themselves in the Alpine peaks and the whimsical universe of the campaign created by Wes Anderson, dedicated to Meisterstück pen 100th anniversary.
The booth’s concept transports visitors into a true mountain chalet, paying tribute to the Alpine landscapes and the filmmaker’s spirit. Behind a wooden façade, the Montblanc stand appears as a cozy and nostalgic refuge. Its architecture is inspired by the brand’s film sets, creating a cinematic atmosphere where every detail echoes this universe: vibrant tones, graphic symmetries, and a soft ambiance. This chalet, suspended in the mountains, is an invitation to exploration, blending tradition and imagination.
At the heart of the chalet, a more intimate area features a writing desk, a direct reference to Montblanc's history and its connection to the art of writing. Positioned facing the Alpine panorama, this area houses four windows showcasing the brand’s signature collections, embedded into the wooden walls. A screen plays the short film directed by Wes Anderson.
The 'Zero Oxygen' room offers a unique multisensory experience dedicated to the Hero '0 Oxygen' watches, ensuring precision and performance at high altitudes. Two illuminated walls feature panoramic screens displaying swirling snow, gusts of wind, and dynamic movements, while mirrored walls enhance the visual effect. A bright light, an icy atmosphere, and immersive sounds heighten the experience. The watches, freely accessible, are displayed on backlit frosted glass pedestals, echoing the ice of mountain peaks.
Conceived as an open space, the semi-private offices are punctuated by large windows that offer unobstructed views, creating a sense of vastness and a seamless connection to the outdoors.
In a dedicated space designed like a small library, the High Artistry pens take center stage. This area showcases the craftsmanship and innovation that define these unique pieces. Facing the writing instruments, three watches are displayed for open access.
A window opens the 'Minerva Room' to the snowy landscape of Villeret, where a watchmaker showcases the craftsmanship of the manufacture. This elegant and intimate space displays Montblanc's fine watchmaking timepieces.
