Through 50 reasons why this legendary automatic chronograph was named EL PRIMERO, we wanted to tell 50 years of its story. Through 50 small anecdotes, or historical events in which this movement played a part, we invite the viewer to discover its evolutions through 50 images, illustrating in a poetic or symbolic way each reason, we present facts or features that make this movement unique.

This movie is divided into 5 decades of reasons. Each decade was released on social media platforms of a period of 5 months. A square version, with a different text layout was created for instagram.

Each screen is a visual experience, playing with strong visual, artistic, technical or symbolic references.