Full musical immersive experience, Watches & Wonders 2022 Suisse

"The Sound of Color": An Immersive Tribute to Watchmaking and Music

As part of Watches & Wonders 2022 in Geneva, the iconic luxury watch brand IWC Schaffhausen partnered with two-time Academy Award-winning composer Hans Zimmer to deliver an unforgettable musical and immersive experience. The event, titled “The Sound of Color,” marked a bold fusion between haute horlogerie and cinematic composition—bringing to life the emotional language of color through music.

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IWC Schaffhausen

Held at the Théâtre du Léman Genève, entirely redecorated for the occasion, the exclusive performance unveiled Zimmer’s original compositions, each inspired by one of the new ceramic shades in IWC’s TOP GUN Pilot’s Watch collection. More than just a concert, it was a multi-sensory journey: the culmination of three months of intense preparation, involving 109 talents, 10 trucks, 474 lights, and a complete transformation of the venue to immerse guests in the TOP GUN universe.

The genesis of this project began with an ambitious idea: to create an immersive live show that would resonate deeply with IWC’s audience and reinforce the brand’s innovative and artistic identity. The collaboration between IWC Schaffhausen and Hans Zimmer was unique in the luxury watch sector—merging sound and design into a singular storytelling medium. Each color in the watch collection—Ceratanium®, Mojave Desert, Woodland, Lake Tahoe, and Jet Black—became the inspiration for a corresponding musical piece, reflecting the emotional depth and distinct personality of every shade.

MCI Switzerland, supported by its sister company Dorier Group, was entrusted with the full creative and technical orchestration of the project. From design and scenography to production management and technical execution, MCI Switzerland served as the central partner bridging the vision of the client and the artistry of the composer.

The transformation of the Théâtre du Léman required meticulous planning and impeccable execution. In just 36 hours of setup and 9 hours of dismantling, the team built an immersive universe around the performance. The show featured striking lighting effects, a carefully choreographed ambiance, and a narrative flow that aligned perfectly with Zimmer’s compositions. The result was an event where sound, color, and luxury craftsmanship converged in perfect harmony.

The event was a resounding success. Attendees—influencers, high-profile clients, media representatives, and industry leaders—were captivated by the emotional power and originality of the experience. “The Sound of Color” not only elevated IWC’s brand identity but also set a new benchmark in experiential luxury marketing. The production received widespread media coverage and praise across traditional and digital platforms, strengthening the visibility and positioning of the brand far beyond the exhibition itself.