Opinion: How LVMH Watch Week is redefining horological storytelling

Let’s be brutally honest: when wildfires threatened to consume the LVMH Watch Week 2025, most luxury brands would have capitulated. Not this powerhouse. What unfolded was nothing short of a masterclass in brand gymnastics—a pivot so elegant it makes corporate crisis management look like amateur theatre. Relocating from Los Angeles to two iconic cities: New York (January 21-22) and Paris (January 30-31), the show went on.

From a four-brand showcase in Dubai in 2020 to a nine-maison extravaganza in 2025, LVMH has transformed its watchmaking landscape with the same precision of intricate timepieces measuring milliseconds. The inclusion of Louis Vuitton, Tiffany & Co and L’Epée 1839 isn’t just expansion—it’s a strategic invasion of horological territory.

See also: LVMH Watch Week 2025: The best new watches

Zenith Chronomaster Sport Rainbow (Photo: courtesy of Zenith)

This year’s edition is particularly remarkable. The New York and Paris locations aren’t just alternative venues; they’re strategic stages that reflect LVMH’s global ambition—across continents. The event’s intimate presentations in Manhattan’s iconic Tiffany flagship and Paris’s Cheval Blanc hotel offer curated experiences that invite a select audience into the very heart of horological innovation.

The watches themselves tell a story of audacious creativity. Tag Heuer’s Carrera Chronosprint x Porsche Rally—a limited edition of just 911 pieces in stainless steel and 11 in 18-karat yellow gold—pays homage to the brand’s motorsport legacy. Its revolutionary chronograph seconds hand runs faster for the first 15 seconds, mimicking the acceleration of a classic racing car, while nestled in a red lacquered box complete with a 1:43 scale Porsche 911 “147” model.

Zenith counters with its Chronomaster Sport Rainbow, a 42mm 18-karat white gold masterpiece featuring 52 coloured sapphires and 10 diamonds meticulously arranged on the bezel. Powered by the legendary El Primero 3600 movement, it’s a case in point for exquisite form and function.

The resurrection of Daniel Roth brings its minimalist Extra Plat Souscription—an ultra-thin dress watch measuring 38.6mm x 35.5mm. Limited to just 20 pieces in yellow gold it features a hand-wound calibre DR002.

Frédéric Arnault’s vision is clear: this isn’t just a watch exhibition, it’s a declaration of LVMH’s watchmaking philosophy. By bringing together nine brands under one umbrella, the group is crafting a narrative that transcends individual marques, creating a collective story of innovation and craftsmanship.

The wildfires may have threatened Los Angeles, but they’ve inadvertently ignited LVMH’s most dynamic horological showcase yet—proving that in luxury, true creativity knows no geographical limitations.

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