BREITLING DWW , Dubai 2025

The Viewbox Breakthrough at Dubai Watch Week | BREITLING × ELECTRA

At Dubai Watch Week, ELECTRA, part of ET Global, unveiled its largest deployment of Viewbox — our premium flat-pack modular architectural system designed for sophisticated premium events and retail-grade environments.

For Breitling, we delivered an immersive installation combining modular innovation with meticulous craftsmanship and luxury finishes. The characteristic setup featured 21 Viewboxes, custom elements, and a feature terrace, all delivered on site.

Luxury, Engineered
The structures were designed to feel permanent while remaining fully modular. Retail-grade frames, glass façades, full MEP integration, seamless interiors, and bespoke finishes ensured a premium experience at every touchpoint.

Why Viewbox Matters

  • Sustainability by design

  • Modular architecture redefined for luxury

  • Flat-pack efficiency: up to 8× fewer truck moves and faster builds

  • Endless customisation with retail-grade quality

 

This installation sets a new benchmark for modular luxury architecture and demonstrates a new architectural language for premium events — a proud achievement by ELECTRA, tailored to the expectations of Breitling.

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