Baume & Mercier Watches & Wonders Geneva 2024

The Baume & Mercier booth for the 2024 edition of Watches & Wonders in Geneva featured a poetic and immersive spatial installation inspired by the French Riviera. The installation comprised 2'600 aluminum rods suspended from the ceiling, forming a promenade between islands of rods and showcasing a carefully curated selection of watches.

At its center, a three-dimensional dodecagon made of suspended luminous rods, with dynamic lighting animations highlighting its geometry, offered an abstract interpretation of the iconic dodecagonal bezel. The round and square bezel shapes appeared as illuminated outlines on the exhibition stand’s main facade. The golden hue of the rods contrasted beautifully with the booth’s dark blue ambiance, evoking the French Riviera and the deep blue Mediterranean while adding an element of elegance to the concept.

Designed to be experienced through movement, the installation’s transparent structure provided multiple viewpoints and perspectives as visitors wandered through the ephemeral space. The varying lengths of the rods created the illusion of waves gently flowing through the room. Watches were distributed throughout the booth, displayed in suspended perforated half-cylinders that appeared to float in the space.