Experiential Design Concept
Barcelona · 2026
Barcelona · 2026
TYPE
Speculative Project
Speculative Project
INDUSTRY
Luxury · Watches · Experiential
Luxury · Watches · Experiential
MY ROLES
Concept Development
Creative Direction
Experience Design
Art Direction
Spatial Storytelling
Concept Development
Creative Direction
Experience Design
Art Direction
Spatial Storytelling
How do you celebrate
100 years of heritage without
making heritage feel static?
100 years of heritage without
making heritage feel static?
For decades, high-performance sports were defined by a predominantly masculine image, while women faced structural barriers to participation.
Yet women were always part of the story.
The challenge was to reinterpret Rolex’s legacy through a contemporary lens, connecting its values of precision, endurance and excellence with a new generation of women.
Women were never absent from the story.
In 1927, Mercedes Gleitze became the first female Rolex ambassador after crossing the English Channel wearing a Rolex Oyster.
More than ten hours in open water became more than a test for the watch.
It became a demonstration of endurance, character and performance.
THE CONCEPT
