The LAB explores a new way of building exhibitions by placing sustainability, experimentation and creativity at the center of the process. Inspired by the idea of a laboratory, the project invites visitors to step inside a space of exploration where materials, ideas and innovations are tested and shared. The entire environment is conceived as a modular ecosystem where brands, startups and designers coexist, exchange and present their work within a flexible and evolving structure. Cardboard becomes the protagonist of the project. Lightweight, recyclable and surprisingly expressive, it is used not only as a construction material but also as a design language.

For Watches and Wonders 2025, the H. Moser & Cie and Hautlence booth was conceived as a breath of fresh air both literally and conceptually. The project introduces a renewed creative momentum, celebrating bold color, experimentation and a playful yet refined approach to contemporary watchmaking. Movement, lightness and sensation became the guiding principles of the scenography, transforming the stand into a living, dynamic environment.

For this edition of Watches and Wonders, Frederique Constant chose to pay tribute to its manufacture, its watchmakers, and the tools that shape each timepiece on a daily basis. The stand celebrates a savoir-faire that is often taken for granted, bringing craftsmanship back to the forefront through a refined, luminous and elegant scenographic language.

This year, Alpina chose to dive deep into its heritage, drawing from its rich history to create an immersive and educational brand experience. Designed as a living museum, the space invites visitors to explore the evolution of the brand, from its origins to its contemporary collections, through a tactile and narrative approach.