WATCHES & WONDERS 2025
ZENITH
For the Geneva International Fine Watchmaking Fair – Watches & Wonders 2025, Zenith brand celebrates its 160th anniversary. The 450m² area revisits its heritage while projecting the brand into the future. The Studio Jean-Marc Gady designed a booth where tradition and modernity engage in harmony, recreating the atmosphere of the Locle manufacture with a distinctly contemporary touch. The area is both a tribute and a forward-looking projection, with an architectural staging that plays with materials and perspectives.
Upon entering, a central aisle lined with columns showcases the brand’s iconic models – Defy, Pilot, Chronomaster, and GFJ. Each column is adorned with details inspired by the architecture of the manufacture, while the four star watches are displayed in an elevated, almost floating manner within the columns. The glass ceiling evokes the top floor of the manufacture, casting a changing light across the space throughout the day.
At the heart of the space, the "Watch Clinic" immerses visitors in the craftsmanship of Zenith. An exhibition of historical and contemporary stamps from the manufacture adorns the central wall of the space. Illuminated by zenithal light and enveloped in a deep blue – the brand's new signature color – this immersive area brings together innovation and tradition, showcasing the watchmaking expertise.
Throughout the journey, graphic elements highlight Zenith's 160 years: a retrospective of the evolution of the logo, ads from historical campaigns in the library, and references to the architecture of Locle, with brick structures and shelves inspired by watchmakers workshops.
A bar area, located under the glass roof, provides a welcoming space for informal meetings. The 160th-anniversary logo of Zenith is embossed on the wall.
The semi-private lounges, in deep blue tones, provide an intimate and exclusive space for professional meetings.This cozy area is adorned with iconography celebrating Zenith’s 160 years.
