A luxury watch has been assembled onboard a transatlantic flight between Geneva (GVA) and New York (JFK), in what the architects of this feat claim is a world first.
It took place on October 18, 2023 onboard SWISS flight LX23, operated by an Airbus A330-300 aircraft (registration HB-JHM).
The initiative was the result of a collaboration between the Switzerland’s flag carrier, Geneva Tourism and the Grand Prix d’Horlogerie de Genève (GPHG), an event celebrating Swiss watchmaking craftmanship.
Remarkably, the watch was assembled by one of the flight crew, under the supervision of a professional watchmaker.
This assembled piece is one of a collection of 85 watches that will be on display at the Watches of Switzerland boutique in Soho, New York, as part of the international promotion campaign for the Grand Prix d’Horlogerie de Genève. This annual competition for high end artisan watchmaking takes place in November. It is common for watches entered into the competition to be flown to different locations around the world to be showcased ahead of the awards ceremony.
According to SWISS representatives onboard, the idea to assemble one of the watches on an aircraft in flight was intended to represent the fusion of two sectors that represent Swiss quality and reliability.