The Ulysse Nardin pop-up at SoHo's Watches of Switzerland uses cutting-edge technology to deconstruct timepieces and create custom X-rays, allowing a high-tech brand education experience

Ulysse Nardin, a Swiss luxury watchmaker, has created a summer pop-up that allows visitors to explore the inside of its timepieces using virtual and augmented reality.

At SoHo's Watches of Switzerland, a flagship that sells pieces from the world's most respected watch brands, Ulysse Nardin is taking over a corner of the store with its own tech-focused equipment. The boutique is open from now until September and highlights some of the brand’s top time pieces, including the Freak X, Skeleton X, and Freak Vision. Echoing the design and technology in its watches, the brand's temporary space features VR and AR activations that showcase the inner workings of its pieces.

Another immersive experience at the pop-up is deconstructing the UN-230 model with a flick of the wrist to see each of its individual parts, as well as creating custom X-ray images. This immersive pop up experience is an innovative way for fans of Ulysse Nardin to experience their favorite timepieces, and it educates newcomers while also engaging them.

Ulysse Nardin


Lead image: Pat Taylor/Unsplash

Ulysse Nardin, a Swiss luxury watchmaker, has created a summer pop-up that allows visitors to explore the inside of its timepieces using virtual and augmented reality.

At SoHo's Watches of Switzerland, a flagship that sells pieces from the world's most respected watch brands, Ulysse Nardin is taking over a corner of the store with its own tech-focused equipment. The boutique is open from now until September and highlights some of the brand’s top time pieces, including the Freak X, Skeleton X, and Freak Vision. Echoing the design and technology in its watches, the brand's temporary space features VR and AR activations that showcase the inner workings of its pieces.