Metaverse zone makes impression at 13th edition of DFS Masters of Time

By Luke Barras-hill |

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The 13th Masters of Time collection displays global premieres, unique editions and worldwide limited pieces from more than 40 brands, including Bovet, Bulgari, De Beers, Jaeger-LeCoultre, Van Cleef & Arpels and more.

DFS Group celebrated the 13th edition of its acclaimed Masters of Time this month at T Galleria by DFS, Macau, Shoppes at Four Seasons.

As reported, the event marked a milestone as the luxury travel retailer inaugurated DFS World: Masters of Time – the first zone dedicated to watches and jewellery in the luxury travel retail metaverse.

Fifteen digital art pieces were launched in collaboration with renowned international artists Pixsims and Didu Didu.

DFS’ Masters Awards also returned for a second year in a row.

The awards honoured examples of watchmaking and fine jewellery, recognising mechanical marvels and sublime creations from the world’s most prestigious houses.

A panel of selected, independent experts judged pieces for their timelessness, technical excellence, craftsmanship, innovation and artistic techniques.

The panelists, led by chair Carson Chan, the head of the Greater China mission for the Fondation de la Haute Horlogerie, were drawn from a diverse background of industry experts, designers, tastemakers and entrepreneurs.

Kaleidoscope of discovery

Winners in seven categories in this year’s Masters Awards were revealed in a multi-sensorial ceremony at a gala hosted during the weekend.

Masters of Time is recognised as a signature event in DFS’ Masters Series, which showcases creativity and leadership across five pillars: Wines and Spirits, Beauty and Fragrances, Watches and Jewelry, Fashion and Accessories, and Food and Gifts.

The pop-up exhibition in T Galleria by DFS, Macau, Shoppes at Four Seasons is open to the public through 28 February.

Founded by DFS in 2008, it gathers the very best brands in the world of watchmaking – and their ambassadors – together with enthusiasts and collectors alike.

Each Masters of Time collection is the result of more than a year of careful planning by DFS, with pieces chosen for their exclusivity, uniqueness, and technical mastery.

It is traditionally hosted each year in Macau, a vibrant shopping destination, in a continuation of DFS’ long-standing partnership with Shoppes at Four Seasons at Sands Resorts Macao.

This year’s Masters of Time exhibition symbolised a cave of discovery, where a kaleidoscope of iridescent hues reflected and refracted light similar to a flawless diamond.

The interactive installation featured an immersive tunnel that encouraged guests to touch, feel and explore the various exhibition elements – from curated collectables to behind-the- scenes footage on screen.

Connoisseurs and VIP consumers were invited to view a specially curated selection of timepieces and jewellery, while indulging in afternoon tea and champagne accompanied by DFS’ most knowledgeable personal shoppers.

Exclusive masterclasses and workshops were always held in partnership with international maisons such as Bulgari, Ulysse Nardin, Girard-Perregaux, Qeelin and Guerlain.

As part of the travel retailer’s commitment to CSR and in an effort to support independent watchmakers, DFS has commenced a partnership with AHCI (Académie Horlogère des Créateurs Indépendants) to promote independent watch and clockmaking art, while paying tribute to craftsmanship and innovation within the industry.

Guests can view and purchase from the 13th Masters of Time exhibition until 28 February at T Galleria by DFS, Macau, Shoppes at Four Seasons.

Customers can also visit DFS World to enjoy immersive, digitally driven experiences with curated luxury items.

To access DFS World: Masters of Time, click here.

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