The Salon Internationale de la Haute Horlogerie is the most important yearly event to generate brand awareness and business in the world of high-end watchmakers.

Invited brands go all-out to be perceived by the professional visitors as the leaders in the world of precision watchmaking. For the luxury watchmakers Jaeger-LeCoultre, it is a pivotal moment in their business.

Visitors could gaze through the special digital innovation telescope, immersing them in the Milky Way, to interact with the stars and discover the watchmaker’s collection.

The JLC stand was designed to enhance the brand’s image, by conveying excellence, elegance and modernity, highlighting the astral theme. Controlled by a virtual reality application never made before (on an iPhone 6 inside the telescope) a perfect illusion of travel through space and time was created. The movement of the telescope actually changed the 3D experience of the viewer.

To immerse visitors into JLC’s astral universe, we created - from scratch - a digitally equipped telescope with a virtual reality application activated on an iPhone 6+. Looking through the telescope, visitors can discover the Milky Way, the planets of the solar system and Jaeger-LeCoultre’s astral watch collection. By moving the telescope, their point of view changes thanks to a gyroscope and a compass.

Seven graphical layers enriched the application, enabling visitors to see all the elements in 3D. JLC’s astral stand became a virtual planetarium – a totally immersive experience.

The nature of this project makes this less a matter of numbers, more of image, brand value and appreciation by the professional visitors.

The objective to ‘surprise, amaze and fascinate, while introducing and illustrating the astral theme, was reached 100%, with the 14.500 visitors attending the SIHH.