From horology to haute couture: UBS continued its foray into cultural marketing earlier this month with a high-profile fashion event in downtown Manhattan.

Under the banner «UBS House of Craft x Dior», the bank hosted an exhibition showcasing eight decades of Dior’s creative legacy — from June 6 to 8 at 28 Pine Street.

Big Names of High Fashion

The public exhibition brought together iconic creations from all seven of Dior’s creative directors, from Christian Dior to Maria Grazia Chiuri, including a tribute to Kim Jones.

Styled by fashion legend Carine Roitfeld, a former editor-in-chief of «Vogue Paris,» and captured by photographer Brigitte Niedermair, the exhibit was curated as a visual celebration of haute couture and craftsmanship.

Making Craft Tangible for Clients

The initiative was part of UBS’s «House of Craft» platform, a global series designed to connect with high-net-worth clients through shared passions — be it watchmaking, gastronomy, or fashion.

«Last year, we launched a new global brand positioning and campaign — Banking is our craft,» said UBS Global Chief Marketing Officer John McDonald in an interview with Jing Daily. «That word craft is central: it signals excellence, quality, dedication, passion, innovation. The next evolution was House of Craft — a way to make the idea tangible for clients and prospects.»

Deepen Relationships

UBS leveraged the event to cultivate deeper client relationships and broaden its cultural footprint. «We want to be where our clients are and offer experiences around their passions that deepen relationships and spark new conversations,» McDonald said. «Craft is a critical differentiator. It reflects the discernment our clients show in life — their watches, travel, fashion, and dining.»

The fashion collaboration was also a statement of aesthetic ambition. «Carine and Brigitte have been phenomenal, bringing a lifetime in fashion and honing their craft, which clearly shows in the beautifully put-together exhibition,» McDonald noted.

From Collectability to Female Leadership

«I’m enormously grateful to work with them and to Dior, who have brought a level of excellence to what we’re doing that’s simply phenomenal,» the CMO said.

The exhibition also featured panel discussions on themes such as heritage, collectability, and female leadership in luxury, with Dior executives and brand ambassadors in attendance.

Future Events

While the New York edition has now closed, UBS plans further «House of Craft» events in Asia and the U.S. later this year, touching on topics like fine dining and watchmaking.

For McDonald, it’s about more than just elegant staging: «We’re at the heart of emotionally important decisions for clients. It’s up to the brand to embrace it.»