An artistic tribute to time, patience and human mastery, the Maison’s latest campaign translates its centuries-old watchmaking savoir-faire into a handcrafted universe inspired by the Middle East.
During Ramadan, time slows. It is measured less by urgency and more by reflection, rhythm and continuity. For Ramadan 2026, Vacheron Constantin embraces this contemplative cadence with Crafted Rhythms, a campaign that explores time not merely as a function, but as a spiritual and artistic framework.
Rooted in the shared values of patience, harmony and intention that define both the Holy Month and Haute Horlogerie, the initiative pays homage to the human hand behind every creation. It is a reminder that true luxury is not rushed—it is shaped.
As Matthieu Ferry, Managing Director Middle East, India, Africa and Turkey, notes, craftsmanship at the Maison is “a language of patience, intention, and time”—a philosophy that resonates profoundly during Ramadan.
Crafted Rhythms and the Five Métiers d’Art
At the heart of Crafted Rhythms lies the celebration of the five Métiers d’Art that define Vacheron Constantin’s High Watchmaking excellence: watchmaking, engraving, enameling, guillochage and gem-setting.
Each discipline follows its own precise tempo, governed by light, material and meticulous technique. The campaign unfolds across the course of a day, visually charting how these individual crafts gradually align. Patterns respond to one another. Forms begin to converge. Separate gestures evolve into a unified composition.
In its final reveal, this constellation of artistry resolves into a Vacheron Constantin timepiece—an object shaped by many hands, brought to life through precision and perseverance.
A Visual Universe Rooted in the Middle East
To anchor the narrative within the region, the Maison collaborated with illustrators Abir Mnasria and Zaina Khayyat of The Attic Studio. Their handcrafted illustrations form the backbone of the campaign’s aesthetic language, bridging centuries-old Swiss savoir-faire with the cultural and artistic heritage of the Middle East.
Rather than relying on digital abstraction, every frame echoes the discipline and mastery inherent in traditional craftsmanship. The result is an artistic dialogue—one that connects regional creative expression with the refined codes of Haute Horlogerie.
A Legacy of Excellence Since 1755
Vacheron Constantin remains the world’s oldest watch manufacture in continuous production. For more than 270 years, the Maison has upheld an uncompromising commitment to technical mastery and aesthetic sophistication.
With Crafted Rhythms, Vacheron Constantin reaffirms that time, when shaped by human intention, becomes art. And in the spirit of Ramadan, that art becomes reflection.
