In spring 2024, with our watch business needing an energy infusion, we attempted a new immersive event: an "underground watch auction," held in a Swiss wine cave and featuring unusually designed timepieces. We designed the space like an actual cave – all the way down to the sounds of dripping water. The sale generated 60 media stories and 1 million social impressions, with an email click-through rate more than 300% above benchmark. And the auction was a roaring success, tripling its pre-sale estimate.