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Celebrating 65 years of Alfex at Baselworld 2013:
a show representing design and tradition

Live Experience Event, 28th April 2013 from 6 pm
Hall 1.2 Booth B01

The next edition of Baselword, from the 25th of April to the 2nd of May, represents an important moment for Alfex: this year the brand celebrates its 65th anniversary with a new stand that embodies the Swiss origin and the spirit of the brand design.

These are the leading elements of the live experience event that will be held on April 28 2013 during a cocktail party reserved to the international press, business partners and customers.

Core of the show, a live performance of video mapping that, through subtle geometry and perspective illusions, will completely change the architecture of the stand, expanding time and space. A multi-sensorial artistic show where visual elements merge with sound altering the space perception. An experience in line with the avant-garde philosophy that distinguishes Alfex, to celebrate the past looking forward to the future.

This new stand is a project conceived by the architect Hans Althaus and freely inspired by the Neolithic stilt houses of prehistoric Switzerland. The space is composed of cubic units arranged on different levels which recall these primitive architectures. An airy space, simple and defined by a linear structure, whose style fits perfectly the pure design of the Alfex’s creations. In this context, the visitor is naturally attracted to discover the new timepieces of the brand.

Baselworld 2013 represents for Alfex the return to its roots. During the last year the company has planned a re-launch strategy aimed to enhance the main strengths of the brand, which since the beginning has been widely appreciated for its design, characteristic that has led to the victory of several international awards.


ALFEX
For 65 years, Alfex has worked to stand out on the watchmaking landscape through a strong focus on design, respect for the criteria of Swiss quality, and mid-range pricing. An in-house design team makes this combination possible, in order to continue to follow today the vision of its founder, Ferdinand Gindraux. In 1948, Gindraux created the company with the goal of creating a brand that would revolutionise the traditional conception of timepieces. Design was immediately chosen as a priority, a choice that would lead the Ticino-based brand to win a number of international awards: the “Red Dot Award”, presented by Design Zentrum of Hamburg, for which Alfex is also competing this year, and the “Good Design Award”, presented by the Chicago Anthenaeum Museum of Architecture and Design for the product with the most innovative graphics and design. In 2013, thanks to the work of Marcus Weber, company CEO and majority shareholder, Alfex is celebrating its 65th anniversary and launching a new brand repositioning strategy, focussing strongly on design, the brand’s heart and soul.


Original Language: English