Richemont Group and its Specialist Watchmakers Maisons proudly announce the return of Experience Time for its second edition. The unique cultural interactive experience is dedicated on showcasing the intricate world of watchmaking to the Middle East, making its second edition in Dubai from February 14th to 18th exclusively across the Maisons’ Flagship boutiques in Dubai Mall.
Experience Time made its first debut in the Middle East in 2022, spearheaded by Richemont Group’s Specialist Watchmakers Division (SWM). This year marks the eagerly anticipated return of Experience Time for its second edition in Dubai. The experience aims to further engage invited clients, watch connoisseurs and enthusiasts into the captivating world of high watchmaking. Guests will have the opportunity to partake in live experiences, learn directly from the Maisons’ esteemed watchmaking artisans and most importantly delve into the rich history, innovations, and collective passion for fine watchmaking.
The distinguished Maisons under Richemont’s Specialist Watchmakers umbrella, including A. Lange & Söhne, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis, and Vacheron Constantin, will once again invite watch enthusiasts to participate in their engaging and educational activations exclusively at their Dubai Mall flagship boutiques. Experience Time will offer a diverse array of experiences that seamlessly bring together historical craftsmanship with modern technology, while reflecting the unique identity and DNA of each Maison.
“We have eagerly awaited the return of Experience Time to Dubai, in partnership with Dubai Mall. The second edition offers a remarkable opportunity to further explore the distinctive savoirfaire and extraordinary creations showcased within each Maison’s flagship boutiques in Dubai Mall. This immersive experience serves as a testament to the artistry and meticulous craftsmanship of watchmaking and we take great pride in unveiling the activation once again.”
Michael Guenoun
Group Specialist Watchmakers Distribution Director & CEO of TimeVallée
“We are proud to partner with Richemont’s Specialist Watchmakers Maisons once again for the second edition of Experience Time. This experience provides visitors with exclusive access to the distinguished watch Maisons in the industry, all within the renowned setting of Dubai Mall, the world’s premier shopping destination.”
Dubai Mall
Maisons Programmes
A.LANGE & SÖHNE
A.Lange & Söhne will offer its guests the opportunity to immerse into the digital era with an interactive installation showcasing their iconic timepieces with a 360° view. Projected in mesmerizing 3D and accompanied by special sound effects, the guests will have the chance to maneuver through the timepieces movements and experience timepieces functions in real time alongside the team assisting throughout the virtual journey.
IWC SCHAFFHAUSEN
IWC Schaffhausen announces its participation with a thrilling “Pit Stop Chrono Challenge”. The Maison aims to highlight the world of Formula 1 at its flagship boutique, where the excitement of the racetrack is recreated to showcase the Easy Exchange Strap System on the AMG Petronas Chrono 41.
Guests are invited to take on the challenge of testing their speed in changing the strap against the world record for changing tires (1.8 seconds). Each participant will receive a personalized clip/video of their performance, complete with overlay music and allowing their guests to truly partake into the world of speed & watchmaking. #PitStopChronoChallenge.
JAEGER-LECOULTRE
In 1931, Jaeger-LeCoultre launched a timepiece that was destined to become a classic of 20th-century design: the Reverso. Today, more than 90 years after the Reverso was born, the Maison continually expands its creative and cultural universe.
Jaeger-LeCoultre invites its guests to celebrate the timeless icon while fostering awareness around the revered Reverso collection through captivating storytelling. This initiative focuses to re-connect with individuals acquired during previous events, further strengthening the bond with their esteemed timepieces. Attendees will also have the chance to explore the heritage counter and embark on a personalization engraving with a perlage demonstration. They will also have the opportunity to try their hand at the decorative craft of the Perlage machine used at the Manufacture. Guests can anticipate a delightful surprise gift awaiting them as part of the exhibition festivities.
PANERAI
Experience the essence of Italian craftmanship with Panerai’s watchmaking masterclass. Witness the precision and dedication that characterizes Panerai’s watches, meticulously crafted with an unwavering focus on detail.
Step in the shoes of a watchmaker for a day and immerse yourself in the intricate process of assembling and disassembling our movement.
PIAGET
Piaget extends an invitation for guests to become Artisans with a Watchmaking & Gem Setting Workshop for one day.
Discovering Piaget Gold Mastery & the signature Décor Palace motif through an immersive palace motif & Gem setting workshop in the presence of the Boutique Watch Specialist who will animate the Workshop, offering guests the opportunity to indulge in the mastery of Piaget’s timepieces.
ROGER DUBUIS
Roger Dubuis celebrates the fusion of high-speed exhilaration and haute horology in a bespoke Secret Room at the Dubai Mall boutique. This adrenalineinfused experience offers guests the chance to immerse themselves in the dynamic worlds of watchmaking and motorsports, featuring cutting-edge simulators for head-to-head racing. Delve beyond the rush of speed to explore Roger Dubuis’ exceptional collection, inspired by motorsport partners Lamborghini Squadra Corse and Pirelli.
VACHERON CONSTANTIN
Vacheron Constantin invites guests on a captivating journey in the realm of high watchmaking excellence and fine craftsmanship.
Titled “Celebration of Craftsmanship”, this activation promises a unique experience in the intricate world of horological excellence. Through various interactive experiences, guests will get to discover the Maison’s Métiers d’Art crafts: Enameling, Engraving, Gemsetting, and Guillochage, explore exquisite timepieces and test their knowledge with a playful and edu-taining quiz.
This anticipated event, offers guests an opportunity to directly engage with the Maisons savoirfaire and craftsmanship. To schedule appointments and embark on unparalleled journeys through the Maisons, please visit the Experience Time website at www.experience-time.com.
