For the launch of the Classic Fusion Chronograph Boutique Lucerne, Grüezi collaborated with Hublot and Egger and Friends to stage a public activation at one of the city’s most emblematic sites, the Kapellbrücke. Grüezi’s signature tricycle was transformed into a mobile installation, positioned as a visual anchor for the debut of a timepiece inspired by the bridge’s history and material legacy.
Launched on Valentine’s Day, the limited-edition chronograph features a wood marquetry dial sourced from the bridge’s historic structure, translating local heritage into contemporary design. The surrounding experience mirrored this narrative, integrating curated hospitality and subtle choreography into the urban landscape.
By extending the boutique into public space through Grüezi’s tricycle takeover, the activation reframed the product launch as a place-specific cultural moment. Craftsmanship, storytelling, and visibility converged in a setting that positioned the Classic Fusion Chronograph Boutique Lucerne as both a design object and a tribute to the city itself.