Breitling Then & Now Pop-Up Museum

Client: Breitling

The Department, in collaboration with the Breitling heritage team and Production Partner Made Up, created a Museum experience worthy of Breitling's 140th anniversary, as bold and enduring as its timepieces. A pop-up museum in Zurich that transported visitors through the brand's illustrious history.

This wasn't just a static display; it was a journey. Interactive exhibits, historical artefacts, and rare timepieces brought Breitling's legacy to life. Visitors stepped into a flight simulator, witnessed the evolution of iconic watch families, and even interacted with the watches' microscopic mechanisms. The results were exceptional. Brand perception soared, and social sentiment reflected an increased association with heritage, innovation, and luxury. Media coverage exceeded expectations. Crucially, the museum drove a measurable lift in sales. Beyond the immediate impact, the museum provided lasting value. Its modular design ensured key elements could be repurposed, aligning with Breitling's sustainability commitments. The museum became a valuable IP source, with components integrated into ongoing brand activations. The Breitling 140 Years pop-up museum transcended the typical brand activation. It was a testament to the power of experiential storytelling, forging deeper consumer connections and delivering tangible business results. This campaign redefined what it means to celebrate a milestone, leaving a lasting legacy worthy of Breitling's enduring heritage.