To celebrate its 90th appearance at the event, this year Zenith has a new booth (100% Swiss Made) that reflects the brand’s reasserted values. An impression of authenticity emanates from the very colour of the stone used – a creamy white shade.

At the booth’s entrance, a line drawing of the El Primero movement recalls and emphasises the Manufacture’s creative daring.

To the left, Felix Baumgartner’s extraordinary feat is shown in a loop on a giant screen. Historic watches and new models are on display in a 23-metre showcase.

To the right, visitors can experience the record 2,333 prizes Zenith has won since its founding by flipping through them like an open book. For visitors, the impression of pleasure and discovery is omnipresent.