WHERE PRECISION BECOMES SPACE
Client: Breitling | Event: Dubai Watch Week 2025 | Location: Dubai, UAE
Project Overview
At Dubai Watch Week, ELECTRA - part of ET GLOBAL - realized a modular luxury brand environment for Breitling, translating precision craftmanship into architectural experience.
The project centered around a two-story pavilion presenting a curated portfolio of three watch maisons: Breitling, Universal Genève and Gallet Watch, each defined by its heritage, identity and role within the watchmaking industry, yet unified through a cohesive spatial concept.
At the core of the realization stood the largest deployment to date of ELECTRA's premium Viewbox system, a flat-pack modular architectural solution designed for high-end event and retail environments.
The result: A sophisticated brand space merging modular innovation, architectural precision and luxury storytelling. Setting a new benchmark for premium event environments.
