Date — 2012-01-16T11:54:21
If you’re an insider, you can sneak into the SIHH – the Salon International de la Haute Horlogerie – a day early, before it’s officially open.
The watches aren’t there and the huge exhibition halls are empty and aren’t ready. There are hundreds of carpenters, painters and electricians everywhere.
Today, Monday, January 16th, walking into the SIHH reflects a huge transformation. This is not a “trade show” but rather a European salon. There is plush carpeting and everyone is dressed in their business finest. There’s a certain buzz of excitement as one enters and obtains validated photo credentials to pass through electronic scanners. The halls are large enough to get lost, but in-between all of the company entrances are décor seating, fine dining areas, and espresso bars.
The approved visitor feels special too. He or she must be important in order to be treated so well. Today, Monday, is primarily for journalists in the morning, plus the beginning of incessant appointments with key retailers that will continue throughout the week.
All the companies’ booths are nicely presented, and certainly show off their new and important models well. The IWC booth, however, is in a different league, and it’s one of the major talking points in the salon. It’s literally breathtaking. It takes a visitor to a new world because it converts the space into something totally unique. This year, the visitor is a guest on an aircraft carrier, the USS F.A. Jones.
Instead of the plush carpeting and mahogany trim, there’s the grey steel, industrial look of a Navy ship. In the center is a ramp leading to what looks remarkably like an F/A-18 Hornet, the supersonic fighter jet. Actually it’s a flight simulator.
We’ve all magically become Top Gun pilots. Our flight suits are ready and we’re waiting for the announcement from the P.A. system. The press today gets ushered into the Flight Control station, for which a briefing is in progress.
It’s great to see IWC’s many new models, which are excellent achievements of design and engineering. But these models are equaled by the originality and interest generated by IWC’s unique presentation. It’s something that has to be seen to believed, and can’t be experienced anywhere else.
Welcome to SIHH. It is very special to be here.
At the Salon International de la Haute Horlogerie (SIHH) watch fair, IWC Schaffhausen celebrated the arrival of the new Da Vinci collection. Read Article
For the first time ever, IWC Schaffhausen is offering presales of selected references from the new Da Vinci collection. Read Article
The name of the Da Vinci Tourbillon Rétrograde Chronograph alone reflects its unique status: on a single dial, it features a combination of a classic tourbillon, a chronograph and a retrograde date. Read Article
The Da Vinci Chronograph Edition “Laureus Sport for Good Foundation” is one of the highlights of the current Da Vinci collection. Read Article