WATCHMAKERS THAT DEFINE THE GENEVA

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WATCHMAKERS THAT DEFINE THE GENEVA

Post by koimaster » October 11th 2020, 9:08pm

Anyone who has travelled to Geneva for the SIHH or another watch-related event will have noticed them. Appearing as early as the 1930s and prized by watch brands, the illuminated logos on the roofs around the lake have entered the collective imagination. Advertising agency Force Promotion, which manages some fifteen of them, has even recently introduced a digital system that allows watchmakers to control the lighting of their logo remotely. We wanted to find out more.



even unconsciously, one cannot escape their grip when visiting Geneva. Aside from the ads at the airport, they will probably be your first encounter with the horological facet of the global capital of watchmaking. Like the Jet d’Eau, the luminous logos on the rooftops overlooking the lake are part of the identity of the city’s waterfront, “La Rade”, so much so that without them, it wouldn’t have quite the same atmosphere at nightfall. Appearing as early as the 1930s, these signs have entered the collective imagination of E
ven unconsciously, one cannot escape their grip when visiting Geneva. Aside from the ads at the airport, they will probably be your first encounter with the horological facet of the global capital of watchmaking. Like the Jet d’Eau, the luminous logos on the rooftops overlooking the lake are part of the identity of the city’s waterfront, “La Rade”, so much so that without them, it wouldn’t have quite the same atmosphere at nightfall. Appearing as early as the 1930s, these signs have entered the collective imagination of Geneva.

Richard Mille has three of them. Rolex has two (one on each side of the Mont-Blanc bridge), as does Cartier. Patek Philippe, Chopard, Blancpain, Breitling, Baume & Mercier, Zenith, Bovet, Breguet, Hublot, Tudor, Tissot, Piaget, Jacob & Co, TAG Heuer and Vacheron Constantin also display their names on this prominent stage by the lake shore.

Some fifteen of these illuminated signs are managed by a family-owned company: Force Promotion. The company was founded by Daniel Berset around thirty years ago, and specialises in “prestigious illuminated advertising” in Geneva. The company seeks to give this rather conservative city a little bit of the incandescent glamour of Hong Kong or Las Vegas – within reason..., Bovet, Breguet, Hublot, Tudor, Tissot, Piaget, Jacob & Co, TAG Heuer and Vacheron Constantin also display their names on this prominent stage by the lake shore.

Some fifteen of these illuminated signs are managed by a family-owned company: Force Promotion. The company was founded by Daniel Berset around thirty years ago, and specialises in “prestigious illuminated advertising” in Geneva. The company seeks to give this rather conservative city a little bit of the incandescent glamour of Hong Kong or Las Vegas – within reason...


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