Client: Chopard
Studio: FIELD.IO
Creative Director: Justin Crook
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Exhibited during Dubai Watch Week and
named the most technically significant
debut of the fair by SJX Watches.
THE SOUND OF ETERNITY
With its 686 components, 11,000 hours of R&D, and ten patents, the L.U.C Grand Strike is Chopard’s most complicated chiming timepiece ever made. The watch’s defining feature is its sound, carried by sapphire crystal gongs machined as one piece with the watch glass. For its launch at Dubai Watch Week 2025, the challenge was to translate that sound and the craftsmanship behind it into an immersive product experience, developed in collaboration with FIELD.IO.
At the centre of the project was a 360° pavilion built around an interactive touch plinth, with four points of contact allowing visitors to steer a wide-format brand film and live string orchestration simultaneously. The creative sound experience was designed to make visitors feel as though they were conducting a real string orchestra through their interactions with the plinth. Together with the team, we created a cinematic and intimate way for Chopard collectors and enthusiasts to step inside its most intricate chiming timepiece, with each interaction revealing another layer of its mechanics, craftsmanship, and sound.