TimeCrafters 2016: Upscale Watch Brands Showcase Their Finest Timepieces
05/15/2016
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18 internationally renowned watch brands showcased their most impressive and ingenious timepieces at the Park Avenue Armory in New York City May 13-15.
The fourth and largest edition of America’s premier luxury watch fair, TimeCrafters 2016 opened with a star-studded kickoff May 12 as actor Patrick Dempsey, New York Giants legend turned morning TV host Michael Strahan, and Buffalo Bills star QB Tyrod Taylor welcomed VIP guests.
The three-day exhibition gave watch enthusiasts a dazzling array of interactive workshops, demonstrations, keynote presentations and displays to immerse themselves in. From observing the world’s most complex watch, to learning about new releases, to physically taking a watch apart and reassembling it under the guidance of professionals, consumers gained an all-access glimpse into the tedious artistry and intricate mechanics that make quality watches so prized.
“Our objective is to educate newcomers to the watch world, while attracting watch enthusiasts and passionate collectors with a range of ultra complex timepieces,” said Isabelle Boudringhin, co-founder of TimeCrafters. “TimeCrafters is the only luxury watch show for consumers in the US that showcases the highest quality of craftsmanship from the watch industry’s most iconic brands and brings watch enthusiasts together to share and learn about the industry.”
2016 marked the first year of full-scale creative production for TimeCrafters, with global marketing firm Havas Worldwide helping to more than double the 2015 turnout through a heightened social media and PR presence. Meanwhile, Duggal Visual Solutions was called on to create several brand booths for the show, including:
Led by associates Brittany Wirtz and Sugriv Grover, the Duggal team built a wall display with 729 individual, uniquely printed cubes scaled at 2:1 to represent the movement parts of A. Lange & Söhne’s Datograph Perpetual Tourbillon timepiece. A metallic, gallery mounted HD C-Print shows a full photo of the watch.
Wirtz and Grover also oversaw production for the Roger Dubuis booth, which included angular sub-walls, custom carpeting, large format graphics, and a custom-fabricated bench to complement an Oculus simulation of the Excalibur 42 watch.
Duggal’s Steven Arnesen worked with Grover, fabrication specialist Ryan Reitbauer and creative director Glenn Rabbach to produce a traveling exhibition for Jaeger-LeCoulture that will go from TimeCrafters to Aventura, Florida. Built to accommodate different spaces, the booth attracts visitors with eye-catching illuminated displays, inset-lit vitrines, color-matched carpeting and custom graphic wallpaper.
Duggal congratulates the many brands, sponsors, partners and producers who helped make this year’s TimeCrafters a truly memorable experience for consumers and everyone involved behind the scenes.
