Hermès brings 'Time is a Hermès Object’ exhibition to Rodeo Drive

In a continued effort to place emphasis on the brand’s timepieces, Hermès is bringing an installation for its new campaign, “Time is a Hermès Object” – a unique way of drawing attention to watches. According to the brand, “it’s a modern and contemporary approach that plays with time.”



To showcase and promote its entire timepiece collection, Hermès created what they are calling “transformative screens” to evoke the feeling of stepping through the mirror to an alternative reality where time is all about fun. The brand describes the abstract exhibition this way: “Objects fly and places melt into each other. It is a total immersion experience for guests when entering the Hermès boutique.”
 
The unique exhibition will open for press and industry with cocktails and viewing on September 14, then the public will be welcome to peruse the installation in store till September 20.
 
Watches make up a relatively small proportion of Hermes’ overall business. In 2016, the division contributed just 3 percent of the brand’s almost $5.55 billion revenue. At the March 2017 Baselworld watch and jewelry fair, Hermès introduced their latest timepiece l’Heure Impatiente. It incorporates a new complication that allows the wearer to set a timer as many as 12 hours before an event. It will sell for $39,900.

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