The opening up of luxury watchmaking to contemporary creative horizons may have begun when Gerald Genta made a splash at the “Montres et Bijoux” exhibition in Geneva: in 1984, the designer released its provocative Mickey Mouse and Pink Panther models. Seen as an affront to traditional watchmaking by the show’s organisers, they created a real scandal, and the designer left the fair. Today, pop culture and luxury watchmaking are one and the same.