Iconia Group

For Watches & Wonders, Iconia Group conceived the Hautlence booth as a compact yet distinctive 40 sqm space designed to stand out within the « Carré des Horlogers ». Rooted in a contemporary design approach, the project blends modern, architectural furniture with a curated selection of wall artworks chosen in collaboration with Berlin-based curator and gallerist René Schmidt.
Echoing Hautlence’s DNA - Architectural Design & Unconventional Watchmaking - the environment plays with structure, composition and rhythm, creating a dialogue between horological innovation and artistic expression.

A dominant green palette, inspired by the latest novelties, shapes a vibrant space identity. This bold chromatic choice reinforces the brand’s presence and allows the stand to “pop up” among surrounding maisons.

Designed to evoke a “feel good / feel at home” atmosphere, the booth balances sophistication with comfort, inviting visitors into an intimate yet striking setting where design, art and watchmaking converge.

At Watches & Wonders 2026, Alpina booth celebrates the adventurous spirit of the Startimer collection, where watchmaking heritage meets the bold imagination of arcade culture.

In a playful and unexpected collaboration with the iconic arcade universe of Galaga, the brand invites visitors to step into a world where aviation heritage and pixel nostalgia collide.

Iconia Group built the entire booth around the language of the square - the pixel, the fundamental element that shaped the legendary characters and spacecraft of the game. Graphic, colorful and instantly recognizable, this visual universe creates a vibrant environment designed to leave a lasting impression.

At the heart of the space, an animation table showcases the latest Startimer novelties, set within a sculptural pixel inspired spaceship emerging from the scenography.

Two original arcade machines allow visitors to relive the thrill of the legendary game, transforming the stand into a playful cockpit where precision, reflexes and nostalgia meet.

Between watchmaking engineering and arcade mythology, the experience becomes an invitation to travel — from the skies of aviation to the pixelated galaxies of the 1980s.

This year at Watches & Wonders, Iconia Group’s mission was to support Frederique Constant as it entered the main hall with a new 200sqm Maison. The booth’s scenography celebrates the Maison’s watchmaking expertise and its true Manufacture spirit. This year, the brand invites visitors to step into the watchmaker’s gaze — on an XXL scale.

Objects, details and movements are magnified to reveal the extraordinary precision and meticulous craftsmanship that lie at the heart of the Manufacture’s workshops.

Tools are transformed into monumental sculptures, while visitors themselves become immersed at the scale of a watch component, entering the intimate universe of watchmaking.

Suspended above the space, a giant watchmaker’s eyepiece becomes a symbolic gateway. Passing beneath it, visitors step directly into the watchmaker’s gaze, and discover the brand’s iconic Worldtimer collection.

The showcases are conceived as a natural extension of the scenographic concept. Each display reads as a curated tableau, where watchmaking tools are composed to elevate the product collections within refined monochromatic palettes.

For Watches and Wonders Geneva 2026, Iconia Group created a new spatial concept for H. Moser & Cie., accompanying them in their transition as a major brand in a new 400m2 booth.

The project explores the “Elevated Luxury” through a suspended landscape of balloons, standing playfully yet held in tension. Floating showcases, translucent veils, reflective surfaces and a blue-to-white gradient evoke a sense of lightness and ascension.

The concept is driven by the new Pump watch, where air becomes both narrative and structure. Rounded shapes and orange accents echo the watch’s distinctive design language.

The exterior showcases are an extension of the reception area. Each vitrine suggests a balloon held under pressure, constrained, almost ready to burst. A direct reference to the creative energy at H. Moser.

Scenography SwissDesign VisualMerchandising