Swiss luxury watchmaker Vacheron Constantin recently launched a pop-up exhibition at Zhangyuan (张园) in Shanghai. The immersive space called The Quest commemorates the brand’s 270th anniversary and will be open until 20 July.
The pop-up space is divided into 7 themed areas, telling the story of the maison’s history since its founding in 1755. The first area is dedicated to the beginnings of the horologist house, while the second explains the craftsmanship and artistry that go into Vacheron Constantin’s timepieces. This is followed by a space that pays tribute to the inspiration the brand draws from around the world, including a Qing-era emperor’s robe on display. A fourth area is in collaboration with the Louvre, where the brand has brought in artefacts from around the globe to serve as sources of inspiration. The fifth area is dedicated to the mechanical excellence of the house’s watches and clocks. The sixth room illustrates the brand’s past 270 years, while the concluding space looks towards the future.
From displaying rare and antique timepieces to interactive art installations, the exhibition aims to educate visitors about what makes up Vacheron Constantin as a brand. The house’s Style and Heritage Director, Christian Selmoni, was also present at the opening, where the brand hosted a talk.
The Vacheron Constantin Shanghai exhibition is part of the city’s effort to attract new openings, an initiative called “First in Shanghai”, and marks the first stop of the exhibition in Mainland China. Zhangyuan, along with the nearby Taikoo Hui area, is quickly becoming Shanghai’s luxury centre, as demonstrated by the new Louis Vuitton ship-shaped flagship. With luxury, especially luxury watchmaking, facing headwinds in 2025, brands are doubling down in China, particularly in Shanghai, with more innovative marketing tactics. The recent museum and exhibition boom in China has also made this one of the go-to means for luxury brands.