--- title: Fendi Timepieces Reimagines Time at Baselworld description: For Fendi Timepieces at Baselworld, The Brand Office brought Punctually Unpredictable, the brand philosophy expressing the tension between precision and spontaneity, to life through an immersive brand experience. image: https://thebrandoffice.ch/hubfs/Magazine/Fendi/Fendi-2880x1440.jpg --- [Skip to content](https://thebrandoffice.ch/en/magazine/fendi-timepieces-reimagines-time-at-baselworld#main-content) [![The-Brand-Office-logo-white](https://thebrandoffice.ch/hubfs/brand/The-Brand-Office-logo-white.svg "The-Brand-Office-logo-white")](https://thebrandoffice.ch/en/?hsLang=en) - [WHAT WE DO](https://thebrandoffice.ch/en/what-we-do) - [BRAND STRATEGY](https://thebrandoffice.ch/en/brand-strategy) - [COMMUNICATIONS](https://thebrandoffice.ch/en/communications) - [DIGITAL INNOVATION](https://thebrandoffice.ch/en/digital-innovation) - [BRAND EXPERIENCES](https://thebrandoffice.ch/en/brand-experiences) - [WHO WE WORK FOR](https://thebrandoffice.ch/en/who-we-work-for) - [THIS IS US](https://thebrandoffice.ch/en/this-is-us) - [THE MAGAZINE](https://thebrandoffice.ch/en/magazine) - [LET‘S TALK](https://thebrandoffice.ch/en/contact) Phone +41 44 586 10 86 Email [contact@thebrandoffice.ch](mailto:contact@thebrandoffice.ch) [![linkedin](https://thebrandoffice.ch/hubfs/icons/linkedin.svg)](https://www.linkedin.com/company/thebrandoffice/?viewAsMember=true)  [![instagram](https://thebrandoffice.ch/hubfs/icons/instagram.svg)](https://www.instagram.com/the_brand_office/) - [WHAT WE DO Show submenu for WHAT WE DO](https://thebrandoffice.ch/en/what-we-do) - [BRAND STRATEGY](https://thebrandoffice.ch/en/brand-strategy) - [COMMUNICATIONS](https://thebrandoffice.ch/en/communications) - [DIGITAL INNOVATION](https://thebrandoffice.ch/en/digital-innovation) - [BRAND EXPERIENCES](https://thebrandoffice.ch/en/brand-experiences) - [WHO WE WORK FOR](https://thebrandoffice.ch/en/who-we-work-for) - [THIS IS US](https://thebrandoffice.ch/en/this-is-us) - [THE MAGAZINE](https://thebrandoffice.ch/en/magazine) - [LET'S TALK](https://thebrandoffice.ch/en/contact) Phone +41 44 586 10 86 Email contact@thebrandoffice.ch [![linkedin](https://thebrandoffice.ch/hubfs/Icons/linkedin.svg)](https://www.linkedin.com/company/thebrandoffice/?viewAsMember=true)[![instagram](https://thebrandoffice.ch/hubfs/Icons/instagram.svg)](https://www.instagram.com/the_brand_office/) - [English](https://thebrandoffice.ch/en/magazine/fendi-timepieces-reimagines-time-at-baselworld) - [Deutsch](https://thebrandoffice.ch/the-magazine/fendi-gibt-der-zeit-auf-der-baselworld-eine-neue-dimension) EN - - - # Fendi Timepieces Reimagines Time at Baselworld By  [Yolande Perroulaz](https://thebrandoffice.ch/en/magazine/author/yolande-perroulaz) March 01, 2017 3 Min read **For the unveiling of a new Fendi Timepieces collection at Baselworld, we created an immersive brand experience that brought Punctually Unpredictable, the philosophy of Fendi Timepieces, to life. A Million Times transformed time into movement, a luminous crystal world placed the new collection at centre stage, and a monumental green door opened onto the Roman palazzo.** **Punctually Unpredictable.** Time can be measured with precision. What it brings remains unpredictable. That tension lies at the heart of Punctually Unpredictable. ![The Brand Office-Brand Experiences-Trade Shows (5)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(5).jpg?width=1670&height=915&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(5).jpg) At the entrance, A Million Times, the kinetic artwork by Humans Since 1982, invited visitors to experience that philosophy rather than simply read it. Hundreds of analogue clock hands moved with precision while constantly forming new compositions. Time was exact, yet never predictable. The installation opened the exhibition with a different way of thinking about time: ordered and fluid, repetitive and constantly changing. **An Immersive World of Crystals.** The new collection was presented within a luminous world of oversized crystals, inspired by the moving crystals of the highlight timepiece. ![The Brand Office-Brand Experiences-Trade Shows (3)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(3).jpg?width=544&height=408&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(3).jpg)![The Brand Office-Brand Experiences-Trade Shows (2)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(2).jpg?width=545&height=408&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(2).jpg) Light, reflection and colour amplified the presence of the watches and transformed the presentation into an immersive environment. Fur covered displays on marble tables brought one of Fendi’s most distinctive materials into the architecture of the booth. Their softness contrasted with the brilliance of the crystals, bringing the sensuality of Fendi’s design language into the world of watchmaking. ![The Brand Office-Brand Experiences-Trade Shows (1)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(1).jpg?width=556&height=417&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(1).jpg) **The Door to Rome.** A monumental green door opened into a contemporary interpretation of a Roman palazzo. ![The Brand Office-Brand Experiences-Trade Shows (6)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(6).jpg?width=3104&height=1700&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(6).jpg) Beyond it, visitors entered the world of Fendi through a sequence of presentation rooms conceived as a more intimate setting for conversations, consultations and personal encounters with the Maison. The shift in atmosphere was deliberate: from the immersive energy of the exhibition to a quieter, more private expression of Fendi. Rome became the setting for the relationships and exchanges at the heart of the booth. ![The Brand Office-Brand Experiences-Trade Shows (8)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(8).jpg?width=543&height=298&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(8).jpg)![The Brand Office-Brand Experiences-Trade Shows (7)](https://thebrandoffice.ch/hs-fs/hubfs/Magazine/Fendi/The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(7).jpg?width=545&height=298&name=The%20Brand%20Office-Brand%20Experiences-Trade%20Shows%20(7).jpg) **Where Time Meets Imagination.** The booth was conceived as a journey through different dimensions of the Fendi universe. Precision met spontaneity. Watchmaking embraced creativity. Crystals shaped the space. Fur became part of the architecture. Rome defined the atmosphere. The result was a brand experience that translated the spirit of Punctually Unpredictable into space and brought together craftsmanship, imagination and Roman heritage in a way that felt unmistakably Fendi. Antonio Monfreda and Patrick Kinmonth led the art direction of the exhibition project. [Brand Experiences](https://thebrandoffice.ch/en/magazine/tag/brand-experiences) [Watches & Jewelry](https://thebrandoffice.ch/en/magazine/tag/watches-jewelry) ### This might also interest you [![Art du Temps-How Luxury Is Being Redefined](https://thebrandoffice.ch/hubfs/Magazine/Cocktail%20de%20Luxe/The%20Brand%20Office-Cocktail%20de%20Luxe-2880x1440%20(1).jpg)](https://thebrandoffice.ch/en/magazine/how-luxury-is-being-redefined?hsLang=en) March 05, 2026 3 Min read #### [How Luxury Is Being Redefined](https://thebrandoffice.ch/en/magazine/how-luxury-is-being-redefined?hsLang=en) By  [Yolande Perroulaz](https://thebrandoffice.ch/en/magazine/author/yolande-perroulaz) Luxury is entering a new phase. Not through disruption, but through refinement. What once defined prestige is being reexamined, and what will define value tomorrow is already taking shape today. 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Tailored to Your Distinctive Style.](https://thebrandoffice.ch/en/magazine/lawrence-fashion-tailored-to-your-distinctive-style?hsLang=en) By  [Yolande Perroulaz](https://thebrandoffice.ch/en/magazine/author/yolande-perroulaz) In the heart of Zurich, Anna Milojevic Keller and her team create made to measure clothing for women, men, and children. Precise cuts, fine materials, and thoughtful details come together in pieces th … ## [Let’s Talk →](https://thebrandoffice.ch/en/contact?hsLang=en) ![The-Brand-Office-logo-white](https://thebrandoffice.ch/hubfs/brand/The-Brand-Office-logo-white.svg "The-Brand-Office-logo-white") Weidstrasse 30 8803 Rüschlikon, Switzerland Phone +41 44 586 10 86 Email [contact@thebrandoffice.ch](mailto:contact@thebrandoffice.ch) [linkedin-in icon](https://www.linkedin.com/company/thebrandoffice/?viewAsMember=true) [instagram icon](https://www.instagram.com/the_brand_office/) © 2026 THE BRAND OFFICE.  All rights reserved. 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