Raymond Weil Baselworld "Music Box"
With just a few days to go to the official opening of Baselworld, Raymond Weil is on the point of reopening the music box it inaugurated last year.
With its refined design, noble materials and 360m2 surface area, the stand again takes the shape of a solid, 9-metre high, wooden cello, symbolising its profound attachment to music.
With the birth of the “music marketing” concept, music, yesterday’s inspirational source, becomes the vehicle for the values today, the know-how, and the enthusiasm of the music-loving watchmaker. So year after year, Raymond Weil is entering an increasing number of partnerships with the musical industry – collaborations with such emblematic musical shrines as the Royal Albert hall in 2013 or the SSE Hydro, for example the BRIT Awards, the Classic BRIT Awards or Live from the Artists Den, on-line musical platforms such as Wired or charity works that give music pride of place in our societies, such as VH1 Save the Music Foundation and Nordoff Robbins.
In this context, Raymond Weil has established friendships with many musicians and is also working in close collaboration with some of them in order to create exclusive watches in limited editions.
Elie Bernheim, Director of Raymond Weil, now talks about “music marketing”, a concept that recalls that today, music is more than ever an integral part of the Brand’s universe.
And so Raymond Weil is preparing to unveil its 2014 musical score in Baselworld, composed of notes from nabucco, maestro, freelancer and jasmine. On the programme, emotions, precision and performance, values common to music and watchmaking.
At the time of the Brand’s creation in 1976, Raymond Weil wanted to bring luxury Swiss watchmaking within the reach of a wider public. This visionary approach, always dear to the three generations, has enabled the Brand to develop internationally, within the space of only a few decades.Find out more
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