Booth profile
A brief profile of the aviation-themed booth at the Salon International de la Haute Horlogerie (SIHH) this year
Time taken to design, plan, fabricate and erect the booth:
Twelve months. Assembly alone took a month.
The jet simulator has been officially licensed by the US department of the navy.
Manpower required for assembly:Four carpentry contractors and 55 construction staff.Working staff in the booth during the fair:
125
Details of rooms and section:
A faithful representation of a US navy aircraft carrier spanning over 900 sq. m complete with island structure, flight deck, steam catapult, aircraft hangar, flight control and pilot’s locker room. The booth also included a Flight Deck bar and a fully bespoke lounge where guests could ‘‘strap in” with genuine BAE Systems aircraft harnesses. The booth housed a press theatre, 21 sales offices, three conference rooms, a photo studio, a kitchen and service spaces.
The booth included a Flight Deck bar and a fully bespoke lounge.
Flight simulator specifications:The
most accurate nongovernment, full-scale mock-up of a contemporary
fourth generation US Navy jet anywhere in the world, engineered by ATI.
The jet simulator has been officially licensed by the US department of
the navy. It includes an original, fully functional polycarbonate
canopy, a genuine Martin Baker GRU-7 ejection seat taken from a US Navy
F-14 Tomcat, a faithful reproduction of the internal cockpit layout
using genuine avionics instruments, and builtin IWC Pilot’s cockpit
clock. What happens to the booth now?
The jet, along with many of the key elements, will go on a world tour and be the centrepiece in retail exhibitions and local launch events. The decorative elements will be reused in IWC boutiques.
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