Classima 9

Baume & Mercier chose Chen Kun, a benchmark of Asian savoir-vivre, as the face of the launch of its "9" watch collection.

For the launch event, named "The Gentleman Moment", we designed an evening built around the nine principles established by Chen Kun to define the Modern Gentleman. An immersive 360-degree film, drawn from the artist's own travel notebooks, plunges guests into cities around the world associated with these values. Every animation, taken from his own sketches, reinforces the personal, exclusive dimension of the brand experience. The evening's staging picked up the graphic codes of the travel notebooks, from the furniture to the lighting design, grounding every guest in the muse's intimate universe. A sensory trail guides guests through nine spaces, each dedicated to one of the Modern Gentleman's principles. This mechanic turns a classic product launch into a genuine, participative narrative journey, where every step brings the guest a little closer to the final reveal.

The city most faithful to the nine principles of the Modern Gentleman is revealed live, at the very same moment as the new Baume & Mercier collection. This reveal becomes the evening's high point and the main driver of content shared by guests. This event evening lastingly plants the "9" collection in the minds of its most influential guests.