Montblanc this year is 100th anniversary of the brand and the occasion the company held a "summit meeting" in Geneva.
Called "A flight to Mont Blanc," the host of 1500 guests at a replica watch from the summit of Mont Blanc, in an original Airbus.
Montblanc CEO Lutz Bethge has no difficulty in defending such decadence.
"We were thinking of something that brings the brand back to its home and a brand is the name of Mont Blanc, we thought it would be a great idea to have a party in the Mont Blanc," he told CNN.
"Now, it is very difficult to get people on a plane right and right into the ground so that the Mont Blanc Mont Blanc brought to where we are. The important thing with this kind of games is to make people understand what the brand is. "
And the IWC Schaffhausen, a similar level of thought has gone into these seemingly random events.
To launch the new pilot watch collection, it hosted a party in an airplane hangar at the Geneva International Airport, with the theme of the 1930 and 40, an important step in developing air.
For some people, there was also a ride in an old plane in England.
IWC CEO Georges Kern told CNN that while the company has updated its brand on a regular basis, always focused on the roots of the company.
"Luxury products have a history and the need for the story if you really want to build up an institutional framework.
"They have a history of 100 years, but sometimes you have to keep it contemporary, and this is what we are doing," he said.
"Three years ago we launched diving watches, we went to Egypt, who were diving with the Cousteau Society. Last year we launched the 'Iingenieur', and we have had experience driving on ice in Lapland, Sweden.
"But today is a classic and we thought experimental Spitfire with England and all these planes is the perfect environment to get through this feeling."
In relatively recent times celebrity endorsement has become a vital part of the brand experience - the hope that the charm of the star leads is associated with the product.
There is undoubtedly a certain irony that attempts to create credibility and plausibility are centered on events that are both amazing and fantastic.
But companies are very aware that if you get the right brand in terms of profits, the sky is the limit.
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