American timepiece manufacturer Hamilton Watches has partnered with the Swiss Air Zermatt rescue service to launch its new range. The company celebrated the launch of its new pilot watch, the Khaki Flight Timer, in the ski village of Zermatt, Switzerland.

The new product was launched in a dramatic fashion as the journalists accompanying the flight were treated to a demonstration of the rescue skills demonstrated by the Air Zermatt team.

High above the Swiss Alps aboard a cable car, filled with a dozen journalists from around the world were surprised with a simulated rescue mission when Hamilton executives advised them that their cable car had ‘stalled’ at 3200m in the air. Participants then ‘evacuated’ the cable car through the roof and were transported safely by helicopter to the ground below, experiencing first-hand the skill and expertise of the Air Zermatt team.

The event also marked the beginning of Hamilton watches official partnership with Air Zermatt, Switzerland’s prestigious and highly skilled helicopter rescue and transport service.