Thursday, November 8, 2012

THE WATCHZOOMER A TAILOR MADE DISPLAY WINDOW FOR EXCEPTIONAL WATCHES PARTNERS WITH LAURENT FERRIER AT THE SAATCHI GALLERY, LONDON

The Laurent Ferrier  Display with Watchzoomer at Saatchi Gallery


From November 8 to 10, LAURENT FERRIER watches will be presented in an original display window at the Saatchi Gallery. The window is equipped with a mobile magnifying glass showing watchmaking details that are invisible to the naked eye. LAURENT FERRIER  will enjoy the exclusive benefit of new exhibition technology that matches its own expertise.
LAURENT FERRIER  is an ideal partner for Watchzoomer, a new tool developed by DIETLIN ARTISANS METALLIERS , the creator of a great number of innovative concepts in the watchmaking world. The refined details of a LAURENT FERRIER  watch deserve a setting that allows visitors to discover all the subtleties of an exceptional timepiece. This is the reason that the Geneva brand has partnered with the man behind a number of exceptional display windows Xavier Dietlin.

The Watchzoomer concept that combines the watchmaker’s famous traditional eyeglass or loupe with a linear displacement mechanism. For the first time, a magnifying glass is motorised. It appears, disappears, moving to and fro in front of the product, making it possible to “zoom” like one would with a camera. However, the human eye well and truly remains in charge of the exploration, with nothing interfering with its view. 





The movement of the loupe is synchronised with the watch which rotates, allowing a 360° view: a detail on the crown, the back of the watch, a wide-angle of the tourbillon cage etc.  Additional scenography shows video extracts, photographs of details and tailor-made lighting in relation to the positioning of the magnifying glass. Like all concepts created by the Dietlin workshop, this magnifying mechanism is interactive and can be turned on “on request”.

Olivier Müller, CEO of 
LAURENT FERRIER , emphasises the avant-garde aspect of the concept: 



“I liked the Watchzoomer idea from the start. We take the same approach to our watchmaking concepts –adapting past codes to suit our desire for innovation. Additionally, our watches need to be seen in all their subtlety. The Watchzoomer brilliantly fulfils this mission. It emphasises the exceptional aspect of our timepieces through this setting.”



Says Xavier Dietlin, CEO, Dietlin Artisans Métalliers



“I had wanted to work with the magnifying glass for a long time. I am very happy that a concept like the Watchzoomer has had such a positive reception in the world of Fine Watchmaking. It’s basically a very simple idea, but it requires skill and complicated mechanics. This paves the way for new applications in Fine Watchmaking.” 

Watch this space …



Galet Micro-Rotor: an ultra-limited 18-piece platinum
limited edition with a white grand feu enamelled dial.

 The Watchzoomer is on show at the Laurent Ferrier stand, 1st floor – Gallery 9  from November 8th to 10that the Saatchi Gallery, Duke of York’s HQ - King’s Road - London


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