Montblanc x StudioXAG: Watches and Wonders

How do you showcase different product stories across many windows in a cohesive, nuanced and intriguing way?  Our challenge was to launch a series of exclusive timepieces at Swiss fair Watches and Wonders, with windows that made people want to step inside and discover more.

Design details from each product were celebrated, alongside references to the core brand narrative of the mountain. The iconic Montblanc emblem gave us a consistent framework to explore materiality, volume, layers, contrasts, texture, and colour to distil the essence of each timepiece.

The windows house various timepiece models from Montblanc, with each having its own powerful identity that carries through various layers, from juxtaposed scenes of day and night to moody cracked ice caps. The windows offer a varied experience that creates standout at an event brimming with luxury.