ULYSSE NARDIN X AMOUREUXPEINTRE
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ULYSSE NARDIN X AMOUREUXPEINTRE -
360° APPROACH
INTRODUCTION
Ulysse Nardin partnered with Amoureuxpeintre to create an unconventional horological object that sits between minimalism and mechanical disruption, the Blast [Amoureuxpeintre]. From the very beginning, we initiated the collaboration by approaching Amoureuxpeintre and shaping the creative direction alongside the brand. We then followed the project end to end, from the first concept conversations to the social media rollout and the release party in Geneva, building a narrative that made the watch feel like a true cultural object, not just a product launch.
THE CONCEPT
The collaboration was born from a shared desire to challenge conventions and look for meaning beneath the surface. Amoureuxpeintre’s approach is rooted in the idea that simplicity invites deeper inquiry, and that hidden visual cues exist everywhere if you take the time to notice them. Translating this mindset into watchmaking, the concept revolved around a familiar everyday reference, frosted glass panes in workspaces, where shapes become visible yet unclear, both present and mysterious. The result was a timepiece designed to slow down the way you look, and to make time feel like something you interpret, not just read.
THE WATCH AS AN OBJECT
Guided by this minimalist vision, Ulysse Nardin reimagined the architecture of the Skeleton X to create a blurred, frosted sapphire skeleton dial that subtly reveals the movement’s outlines. The frosted effect was achieved through an advanced laser technique, while the fumé finish relied on thin metallization, a combination that required over two years of development. Housed in a 42 mm anthracite PVD sandblasted titanium case, the watch is powered by the Manufacture calibre UN-371 with a 96-hour power reserve and a silicon oversized oscillator inspired by innovations from the Freak Vision. Released as a limited edition of 29 pieces, it stands as a restrained yet deeply technical expression of disruption.
IDENTITY AND CREATIVE DIRECTION
Our role was to translate the concept into a coherent launch universe that felt true to both collaborators. We crafted the messaging, the storytelling angles, and the overall creative direction to keep the project balanced between fashion culture and serious watchmaking. Everything was built around a precise tension, clarity versus blur, minimal form versus visible mechanics, emotional design versus technical credibility, so the collaboration could speak to collectors and a younger, design-driven audience with equal relevance.
SOCIAL MEDIA AND CONTENT
We handled the social content strategy and execution to reveal the project in a way that felt investigative and intentional rather than purely commercial. The rollout focused on strong visual rhythm and clear storytelling, highlighting the frosted-glass inspiration, the dial’s “blurred transparency”, and the idea of discovering meaning below the surface. From key message development to content planning and publishing logic, we ensured the launch remained consistent in tone and instantly recognisable across every post.
LAUNCH AND RELEASE PARTY
The project culminated in a release moment in Geneva at Ulysse Nardin, where we supported the brand in translating the collaboration into a physical experience. From narrative coherence to content capture and on-site communication needs, we ensured the release event extended the same mindset as the watch itself, quiet, precise, and concept-driven, with the product presented as the outcome of a long creative and technical journey.