Watches and Wonders 2025 is almost a distant memory to those of us who pounded the well-tended carpets of Palexpo, but what’s not is the impressive design of some of the booths.
Clearly, and despite turbulent economic backdrops, there was no expense spared for a lot of maisons – from Montblanc’s alpine lodge complete with apres-ski bar and Wes Anderson-inspired interiors, to IWC’s dry ice-filled Formula 1 film set and the waterworks of Panerai’s oceanic scene.
But one set that we haven’t forgotten – though perhaps slightly more understated than the aforementioned – is Zenith’s. Celebrating its 160th anniversary, the aesthetic inspiration saw a look back over the brand’s storied history, spotlighting signature blue at every opportunity, an archive of watchmaking trinkets and most interestingly to us, walls lined with vintage advertising.
These stunning posters document Zenith’s groundbreaking achievements over the many years, from its first accolades in 1900, where it was honoured with a gold medal for its innovations at the Paris Universal Exhibition, through to the 1950s, where the innovative Calibre 135 won the brand an unprecedented five consecutive Neuchâtel Observatory chronometry prizes.
Not only were these visual representations of the total 2,330 awards Zenith has been awarded, but also a gallery-worthy display of changing tastes, forward-thinking graphic design, and ahead-of-their-time audiences. For instance, the number of women depicted in the prints didn’t escape us, created at a time when the ‘fairer sex’ wearing watches was very much uncouth.
Though arguably 160 years doesn’t feel as poignant as, say, 100, 150, 200 etc., the occasion offered a sincere storytelling angle that’s unignorable for any good marketing department (and gave our eyes some respite from all that dry ice).
Here’s some of our favourite Zenith posters for your viewing pleasure.
