Breitling Navitimer: An iconic timepiece remastered in holographic artform

As AROYA Cruises prepared for its maiden voyage — marking Saudi Arabia’s first domestic cruise line and the largest retail space ever created at sea (1,603 sqm) — we partnered with the team at Gebr. Heinemann's to redefine the luxury watch retail experience, on the open oceans.

For this world-first launch, we engineered an exclusive holographic product experience for Breitling — reimagining one of the world’s most iconic timepieces, the Breitling Navitimer B01 Chronograph 46, through a new lens of innovation, craft, and cinematic engineering.

Working in collaboration with the digital innovation specialists at Studio Dialect, we remastered the Navitimer’s story into a mesmerising holographic showcase — one that captures both the soul of the watch and the spirit of aviation that has defined it since 1952.

What unfolds is a highly choreographed visual journey of 'the first wristwatch flight computer'. Breitling Navitimer's holographic retail experience begins to deconstruct telescopically in mid-air, revealing its intricate architecture. Components — up to 346 in the Breitling Manufacture Caliber 01 — separate with effortless elegance, suspended in three-dimensional space. Illuminated aeronautical-inspired graphics ignite around the watch: flight plans, altimeter markings, navigational calculations. Floating, rotating, and orbiting the mechanism, these cues express the watch’s deep-rooted connection to the cockpit.

The result is an elevated product experience that blends storytelling, spectacle, and engineering into something entirely new — a holographic re-interpretation of a modern icon, designed to stop passengers in their tracks and ignite curiosity. A future-facing fusion of luxury and innovation, this installation brings Breitling’s legacy into a new dimension — one crafted specifically for AROYA’s landmark retail debut, and for an audience ready to discover the unexpected at sea.