Many products make grand claims but few can demonstrate those abilities before you've even removed them from their packaging. Swimming against this current, if you'll pardon the pun, is Festina Watches, which has sanctioned the placement of its waterproof watches in a bag of water at point of sale.
The transparent packaging is filled with distilled water and the Festina Profundo watch is suspended inside. Dreamt up by Scholz & Friends , it's an ingenious solution that tells you everything you need to know about the watch without extraneous words.
The packaging design and art direction was handled by Ralf Shroder (amongst others) at Scholz & Friends.