Date — 27 September, 2013
New York City, 26 September 2013 – IWC Schaffhausen is proud to announce the appointment of a new Friend of the Brand: NBA superstar Carmelo Anthony of the New York Knicks. To celebrate the new partnership, Mr Anthony stars in the latest edition of the IWC Globetrotter series, a go-to guide for men who seek out the most unique attractions around the world.
“IWC is thrilled to announce that world-renowned basketball star and global trendsetter Carmelo Anthony has joined the list of esteemed IWC Friends of the Brand,” explained IWC Brand President of North America, Gianfranco D’Attis. “Throughout his career both on and off the court, Mr Anthony shares core ideals with IWC, be it his dedication, highly technical prowess or passion for outstanding design. He is an individual that truly embodies the spirit of ‘Engineered for Excellence’.”
To celebrate the new partnership, Mr Anthony, a New York icon and watch aficionado, stars in the latest video from IWC, a special edition Globetrotter New York film. As with the initial Globetrotter series, the illustrious film is a homage to the city he calls home, showcasing Mr Anthony’s favourite places around Manhattan, including the IWC Flagship Boutique on Madison Avenue.
Mr Anthony’s love affair with IWC began many years ago when he first purchased the IWC Big Pilot’s Watch for himself after a great NBA season. “I have gravitated towards IWC from the moment I began collecting watches. The timepieces have always struck a chord with me because they are innovative, precise and aesthetically appealing. But more than anything, an IWC timepiece is authentic. I strive for authenticity every day, and wearing my IWC illustrates that.”
Just as Mr Anthony’s life is about more than his great success as an NBA superstar, IWC Schaffhausen timepieces are more than simply precise instruments. Demonstrating passion and emotions is essential to both, whether shown through Mr Anthony’s dedicated work with his charity, the Carmelo Anthony Foundation, or IWC’s own commitment to charitable works such as the Laureus Sport for Good Foundation.
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