Zeon’s Baselworld reboot of Ingersoll certainly wowed the crowds as the brand’s redesigned stand stopped visitors in their tracks.
After spending a year channelling Ingersoll’s 19th century American roots, Zeon knew exactly what look they needed for the stand at Basel and sought to recreate an American store from the early part of the 20th Century with shelves lined with boxes accessible by ladders, reclaimed wood floor and iron girders in the ceiling.
All of the London watch company’s hard work was shown off to dramatic effect through glazed sides.
After meeting with WatchPro on the first day of Basel, Simon Gilham, managing director of Zeon, gave his thoughts once the show had closed, saying: “I am pleased to say that it was an amazing Basel for Zeon, the reception to the Ingersoll re-launch was nothing short of astounding and I am so excited to take the brand onwards and upwards globally.
“The reaction to the Ingersoll booth was simply amazing. Comments came from various significant figure heads within the industry stating that the strategy and booth were both genius, how we had presented watches in a totally different way than any other brand at the show.
“All other brands employ traditional methods in presenting watches and we managed to totally set ourselves apart from others by not only being different but truly authentic. We gained interest from a totally different calibre of distributor and retailer. We have no doubt that with the continued planned strategy for Ingersoll it can’t fail to be anything other than a huge success.”