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Experiences

IWC breathes life into its stories

corporate campaign

Photos — IWC Schaffhausen Date — 11 November, 2011

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For the first time ever, IWC turns the worlds in which its products are rooted into the subject of an international image campaign. The campaign centers around a TV commercial and a series of print ads. In Switzerland, the spot is currently airing in cinemas, and the campaign will be unveiled to a global audience next year.

“It was important for us not only to put the spotlight on our products but also on the stories that are inseparably linked to them. With this exciting new image campaign, we have succeeded in translating this aspect of our culture into images,” says IWC CEO Georges Kern. “It illustrates our six product families and, at the same time, underscores our ongoing commitment in the field of corporate social responsibility.” As part of the worldwide campaign, an image spot is now being screened at selected Swiss cinemas in Zurich and Geneva before it is shown on TV screens internationally next year.

The spot transports viewers into the worlds of pilots, divers, adventurers and pioneers: footage of breathtaking aerial acrobatics and yachts battling crushing waves on the open sea give way to underwater photography and the fascinating animal world of the Galapagos Islands. Karoline Huber, Director of Marketing & Communications at IWC, was captivated by their expressive force: “To create this campaign, we drew on a partnership that has proven its value time and time again. Working closely with the Jung von Matt advertising agency, we managed to reflect our brand identity and to provide a home for modern man and his dreams.”

Spectacular stories for customers
“Engineered for men with a 39,000-mile journey home.” With these words and a series of breathtaking shots of sailing, IWC today presents the Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011–2012” to the readers of “How To Spend It”, the luxury supplement of the “Financial Times”. The campaign references the partnership between IWC Schaffhausen and the Volvo Ocean Race, which started successfully in Alicante, Spain, at the end of October.

As the race’s Official Timekeeper and Sponsor of the Abu Dhabi Ocean Racing team, IWC launched this special edition in titanium. Other images, focusing on IWC’s partnerships of recent years, will provide readers worldwide with a wealth of emotional impressions.

The aim of our brand worlds is to leverage the emotional power of spectacular stories and use it to inspire our customers to take an interest in matters that go beyond mechanical watches

—Georges Kern, CEO of IWC Schaffhausen

Fostering selected partnerships
As part of its CSR strategy, IWC’s sponsorship has extended to selected partners such as the Cousteau Society, the Antoine de Saint-Exupéry Youth Foundation and David de Rothschild’s “Plastiki” expedition. For IWC CEO Georges Kern, meaningful commitment is part of the company’s philosophy: “Every company has a social and ecological responsibility. We have had the good fortune to find innovative partners and, as a result, been able to promote exciting and sustainable projects.” The Charles Darwin Foundation has been working to save the threatened ecological system of the Galapagos Islands since
1959. “Cooperation with IWC has enabled us to push ahead with important protection and research measures, and to make our cause even better known worldwide,” says Randal Keynes, a member of the Board of Directors of the Charles Darwin Foundation.

The international image campaign invites viewers to plunge into the emotional stories that have sprung up around IWC. Watch and share the spot on youtube.com/iwcwatches.

Big Pilot's Watch Perpetual Calendar Top Gun

—Ref. 5029

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Explore More Articles
Aquatimer
DISCOVER THE NEW AQUATIMER COLLECTION

Christian Knoop, Creative Director at IWC, explains the design of the new Aquatimer watches.

SIHH 2014 Booth
BEHIND THE SCENES AT IWC'S SIHH 2014 BOOTH

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NYC Skyline
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