Van Cleef & Arpels Built An Entire City To Celebrate The Launch Of Their New Watch

BY Milli Midwood / Oct 27 2019 / 12:05 PM

Haute horlogerie at its absolute finest

Van Cleef & Arpels Built An Entire City To Celebrate The Launch Of Their New Watch
Van Cleef & Arpels

Last week, Van Cleef & Arpels revealed three new versions - daytime, night time and seasonal variations - of their iconic Lady Arpels Pont des Amoureux watch.

To fete the launch the fine jewellery and watch brand built an entire city in order to immerse viewers in the love story that surrounds the timepiece.

Domaine de Chantilly was transformed into a Parisian cityscape, complete with the cobblestoned streets of Saint-Germain, a backlit silhouette of Notre-Dame, and a Starry Night sky that even Van Gough would envy.

Guests were encouraged to meander through the pop-up Parisian buildings, moving from room to room, discovering Van Cleef’s High Jewellery collections, from patrimony to latest launches.

Van Cleef's patrimony collection was also on display 

The piece de resistance? The brand's new Pont des Amoureux watch. Similar to the current creation, the scene depicts two lovers who meet on a bride in Paris, although the new launch boasts an entirely new movement based on the Valfleurier Q020, with six different enamel dial scenes, all with the option to have gem-set bracelets.

The lovers move towards each other to kiss, and unite at noon and midnight. Thanks to the new complication, however, the new Lady Arpels Pont des Amoureux has been developed with a new animation module, meaning the lovers can now kiss on demand at the press of a button.

Nous aimons ça, Van Cleef.