Watches & Wonders was Asia’s first Haute Horlogerie exhibition, held in Hong Kong in 2013. The 13 exhibiting maisons were A. Lange & Söhne, Audemars Piguet, Baume & Mercier, Cartier, IWC, Jaeger-LeCoultre, Montblanc, Officine Panerai, Piaget, Richard Mille, Roger Dubuis, Vacheron Constantin and Van Cleef & Arpels. The exhibition targeted the Asia-Pacific region, VIP customers, Asian press and local retailers. The communications positioned WATCHES & WONDERS as the most prominent, exclusive and prestigious watch rendezvous. It built, reinforced and expanded media outreach across Asia-Pacific for maximum exposure for the exhibiting Maisons. The aim was also to educate the target audience in Asia about the history and culture of fine watchmaking. The campaign developed a diversified, multidimensional, communications strategy with a pre-event phase to generated maximum awareness and buzz, which included an Asia press conference tour and media partnership. The opening ceremony was attended by 638 journalists. Exhibition attendance included 750 journalists from across Asia and 16,000 regional visitors attended the exhibition. Media coverage included 1,694 articles with live feed reports from Sina Weibo, Sohu and Worldtempus. New media included Youku KOL video series and iDailyWatch (iOS media)