In an unprecedented collaboration, SWISS and Geneva Tourism have brought the artistry of Swiss watchmaking to new heights—literally—by orchestrating the world’s first watch assembly at cruising altitude.
During a transatlantic journey from Geneva to New York, an exclusive watchmaking atelier was established in the Business Class cabin. Here, a master horologist from Geneva meticulously assembled a bespoke timepiece, seamlessly blending Swiss precision with the thrill of flight. This event marks a milestone for Geneva’s legendary horological heritage, extending its influence beyond land to the skies.
Geneva’s legacy as the epicenter of haute horlogerie stretches back to the 16th century, when skilled craftsmen, many of whom were Protestant refugees welcomed by Jean Calvin, transformed the city into a beacon for fine watchmaking. With jewelry prohibited at the time, artisans redirected their expertise to timepieces—a tradition that has made Geneva synonymous with luxury watches for centuries.
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