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Aquatimer video Screenshot
IT'S AQUA TIME - The new aquatimer video

The evolution of the diver’s watches from IWC continues.

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The engine faltered and cut out. Hunched over his metal baby, Benz wiped the sweat from his forehead with the back of his hand.

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We are pleased to welcome you on IWC’s qualifying lap. View the video, and join us as we are about to start the race.

the scotsman

A brilliant researcher devoted to the discovery of new treatments for many diseases. A keen footballer coaching the company team of his employer Roche for several years. A watch enthusiast intrigued by the engineering beauty and precision of mechanical movements. Andrew Thomas is a dedicated man of many passions.

Experiences

The Art of Creating Stories and Dreams

Date — 25 April, 2014

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Kurt Klaus

Every watch tells a story – about its origin and age, personality and character, tradition and culture, and not least about its owner. A man wearing an IWC Aquatimer can look at his watch during a board meeting and remember the time he went scuba-diving in the Galapagos Islands, and no one else will know why he is smiling. Behind this smile lies the passionate work of a number of people in a concerted effort to create a product with a soul that stirs emotions and inspires dreams – very much like the production of a motion picture.

During the process of planning, designing, polishing, sanding and producing hundreds of intricate and minuscule parts, the watch comes alive. Once assembled, these outstanding feats of engineering and miniaturization become an incredibly precise timepiece – a combination of art, science and emotion which tells a moving and inspiring story. A film, too, tells a story, with hundreds of staff and associates writing, filming, designing and editing dozens of scenes. Actors, producers, cameramen and crew members work side by side in order to create individual parts that at the end of the production process are combined to form a whole. Attention to detail is crucial throughout the process, from casting to production, filming and editing, and can make the difference between a film that simply entertains and a film that goes directly to the heart and sticks there.

IWC has from an early stage recognized the similarities and shared values between the world of luxury and film. “Links are getting tighter between the luxury industry and the entertainment industry,” says Georges Kern, CEO of IWC Schaffhausen. “Films are about storytelling and so are IWC watches. Today, people don’t buy a luxury watch because it tells the time, they buy it because it inspires them, because it tells a story.”

Indeed, the Swiss luxury watch manufacturer has very innovative methods of communicating with its customers, creating specific themes and stories to go with the individual product lines. The brand is enriched with evocative stories about pioneers of aviation such as Antoine de Saint-Exupéry or the protagonists of Top Gun, about the world of navigation and sailing as supported by Volvo Ocean Race, or about the passion for sea life and ocean preservation as is maintained by the Cousteau Society or the Charles Darwin Foundation. While telling these stories may very well not be a necessity, it certainly adds emotional value to the brand and therefore intrigues the customer beyond his potential passion for haute horlogerie.

To consolidate its commitment to the art of film-making, IWC has established close relationships with numerous Hollywood stars. Kevin Spacey, Cate Blanchett and Ewan McGregor count among those celebrities chosen to be part of the group of Friends of the Brand (FoB) who represent IWC on the red carpet, where similar passions and shared values emerge time and time again. “IWC always seems to be able to merge arts and culture with the brand itself,” says Kevin Spacey, who currently stars in the popular TV series “House of Cards”. “When I first began representing IWC, it was because they commissioned me to star in a play about Leonardo da Vinci. And that was a fantastic experience. They built a theatre and we had 2,000 people see this play that night. There’s a real relationship between the way they view what is important – which is great photography, great film and great theatre – and things that really have to do with our culture.”

Today, people don’t buy a luxury watch because it tells the time, they buy it because it inspires them, because it tells a story.

—Georges Kern, CEO of IWC Schaffhausen

IWC TURNS THE SPOTLIGHT ON A NEW GENERATION OF FILMMAKERS

At the Tribeca Film Festival® in New York, IWC Schaffhausen demonstrated its commitment to supporting young, talented filmmakers for the second year in succession. As part of the event, the luxury watch manufacturer hosted an exclusive dinner under the motto “For the Love of Cinema.”

Aiming to help aspiring film-makers follow their dreams, IWC also supports international film festivals in New York/ Tribeca, Zurich, London, Dubai and Beijing under the guiding principle “For the Love of Cinema”. IWC is not only the Official ‘Festival-Time’ Partner of these events, it also presents the IWC Filmmaker Award, which includes a grant to allow a film-maker to further establish themselves and pursue their art. Past recipients of the award, who have been recognized for their talent and their impact on the world of film-making, include renowned Emirati director Waleed Al Shehhi and Iraqi film director and producer Maysoon Pachachi. Each winner receives an IWC timepiece with a special engraving as well as funds to help them to continue telling stories that need to be heard. “I am thrilled to help cultivate the bright young talent of the film industry, continuing IWC’s long-standing tradition of supporting the art of film-making,” says Georges Kern. “Storytelling is an important element deeply embedded in everything that we do, as is excellence in technical achievement, both of which are also vital to great film-making.”

Equally important as the process of storytelling itself are the various channels which transport messages to recipients. Besides the IWC boutiques and points of sale, where the stories behind a timepiece are directly communicated to the customer, IWC also uses various social and digital methods. Video clips on YouTube and Facebook help convey the spirit and inspiration of a particular watch – be it a story with John Malkovich reflecting on the qualities of the “real” pilots of the past, or a story with Jean Reno pondering aloud about the art of navigation and nautical instruments.

Moreover, through selective product placement in films and television shows, IWC watches perform as important character-defining objects on the wrists of the actors. IWC works with directors and producers to determine which watch best reflects and illuminates a character’s personality. In “The Bourne Legacy”, the protagonist wears a Pilot’s Watch Double Chronograph to tell the personal story and emphasize the rugged qualities of his character, while at the same time hinting at his sophistication and deadly skill. Also in films like “Ocean’s 13”, “Wall Street: Money Never Sleeps” or “Miami Vice”, IWC watches precisely shape a character who – during the length of a film – allows the viewer to transcend into a different world.

For most men, a key element of personal style and character is a watch that can tell compelling and intriguing stories. IWC Schaffhausen not only designs collections that capture the essence of a character, it is also its mission to move and inspire through stories which allow us to forget time and reality – if only for a brief moment.

Pilot's Watch Double Chronograph

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Explore More Articles
Aquatimer video Screenshot
IT'S AQUA TIME - The new aquatimer video

The evolution of the diver’s watches from IWC continues.

The Next Generation of IWC Engineers

For over 60 years, IWC has been training generations of watchmakers in its own workshops. Candidates need to be deft with their hands and have a flair for technology. After completing their training, most of them remain loyal to the company in northeastern Switzerland for many years.

Swiss National Day
Swiss National Day

Experience the secret talents of the IWC watchmakers.

The Time is Right

The parallels are endless: technology, innovation and cutting-edge design dominate both businesses, and they’re both defined by time. The MERCEDES AMG PETRONAS Formula One™ Team tries to beat the clock in FORMULA 1 motor racing; at IWC Schaffhausen, we are the clock.

Ingenieur Automatic
The Sculptor-Designer

The sculptor-designer is a phenomenon. Even if you are not at all design literate you will know him by reputation. His name has become a synonym for severity.

The Art of Being an Engineer

The engine faltered and cut out. Hunched over his metal baby, Benz wiped the sweat from his forehead with the back of his hand.

INGENIEUR - TAKING POLE POSITION

We are pleased to welcome you on IWC’s qualifying lap. View the video, and join us as we are about to start the race.

the scotsman

A brilliant researcher devoted to the discovery of new treatments for many diseases. A keen footballer coaching the company team of his employer Roche for several years. A watch enthusiast intrigued by the engineering beauty and precision of mechanical movements. Andrew Thomas is a dedicated man of many passions.