Classima 9

Baume & Mercier chose Chen Kun, a reference of savoir-vivre in Asia, as the face for the launch of its "9" watch collection.

For the launch event, named "The Gentleman Moment," we designed an evening built around the nine precepts Chen Kun established to define the Modern Gentleman. An immersive 360-degree film, drawn from the artist's travel journals, immerses guests in cities around the world associated with these values. Each animation, drawn from his own sketches, reinforces the personal and exclusive dimension of the brand experience. The evening's set design echoes the graphic codes of the travel journals, from the furniture to the lighting, grounding every guest in the ambassador's intimate universe. A sensory trail guides guests through nine spaces, each dedicated to one of the Modern Gentleman's precepts. This mechanic turns a classic product launch into a true narrative, participatory journey, where every step brings the guest a little closer to the final reveal.

The city most faithful to the nine precepts of the Modern Gentleman is revealed live, at the same moment as the new Baume & Mercier collection. This reveal becomes the evening's high point and the main driver of content shared by guests. This event firmly establishes the "9" collection in the minds of its most influential guests.