Press Release and invitation
Swiss luxury watchmaker Zenith will be celebrating the 50th anniversary of the brand’s most iconic and legendary calibre, the El Primero, with an immersive pop-up exhibition measuring a massive 400m2 titled A Star Through Time and located in the heart of Orchard Road, Singapore’s busiest shopping belt. Held at Ngee Ann City Civic Plaza and open to the public from the 28th of August to the 1st of September 2019, the exhibition will fascinate visitors with the story behind the El Primero, the world’s first automatic chronograph movement.
The occasion also marks the first anniversary of Le Monde Étoilé de Zenith, a uniquely interactive journey through the past, present and future of the Zenith manufacture.
Launched in 1969, the El Primero disrupted the watchmaking world, which saw many brands compete to roll out the next big horological innovation. Facing stiff competition, Zenith ultimately triumphed with the El Primero movement. The façade of the big marquee, which houses the exhibition, will be transformed to resemble that of the Zenith manufacture in Le Locle, Switzerland. Enter the exhibition to discover a retrospective of the movement’s half-century story of innovation and precision, as vintage El Primero pieces and other exclusive timepieces come together to tell the tale. Interactive displays will also be employed, creating a dynamic juxtaposition of heritage and evolution.
Open to the public throughout the duration of the pop-up exhibition, visitors will be able to dive deeper into Zenith’s history with the Le Monde Étoilé showcase, an experience that is based on the highly reputed Le Monde Étoilé de Zenith, which first debuted in April last year at the brand’s historical manufacture in Le Locle, Switzerland. Together with the Neuchâtel Tourism office, to promote the region’s rich watchmaking history, Zenith engaged museography specialists to create a unique watchmaking experience for the general public and offer them an opportunity to understand the mechanical watch and its mysteries. Zenith was chosen as the tourism office’s horological partner, with the partnership allowing the scenographers to create a 360° experience for the visitors to witness the inner workings of a watchmaking maison.
Similarly, the same experience will be re-created for A Star Through Time, which brings the immersive experience concept to the Singaporean public as the first stop in a worldwide tour that will make its way to other exclusive destinations next year.
“Le Monde Étoilé will give everyone an opportunity to enjoy a unique experience and to understand how our timepieces work, while plunging into the heart of our history,” said Zenith’s CEO Julien Tornare.
Enthusiasts of watchmaking will also be enchanted by the legendary tale of how watchmaker Charles Vermot safeguarded the tools necessary for the manufacture of El Primero in the attic of the Zenith manufacture. Guests can create interactive photos with 3D displays and props as they take an experiential step back into history with a 3D setup of the secret attic. A video on the “50 reasons why El Primero” will be broadcasted, allowing guests to further explore the iconic movement. And to get a real feel of the Zenith watches, visitors will be able to get up-close and personal and try on a wide range of watches from the current Zenith collection at the open concept watch bar.