IWC Schaffhausen

Thanks for sharing. That was both informative and interesting. George and crew continue to impress.

Kevin

It's not a secret watch industry had rebuilt its marketing strategy accordingly to the fashion's model during these last years and it's not a secret, IWC performed tremendously adopting this strategy, under the guidance of Herr Kern, it executed it perfectly!

I was crazy about IWC marketing since it happened to me to see the first print ad, any resistance was futile since then :)

IWC is not alone, for instance, if you are devoted to Genta's models the way I am, just take a look at the book published to celebrate the 40th anniversary of one of his model, you'll see it's full of pictures of testimonials, which is neutral to me if it wasn't for the fact, the book proudly shows a picture of the first reference produced, with a supplied dial as it was original (same thing at the museum, I was told). There has to be something wrong with this approach, maybe the editor should have payed more attention to the correctness of the watch rather than to the celebrities, it would have served the history of the watch better.

In the short period this strategy will help IWC to be recognized by a wider audience, nouveau riches, new markets etc. which is good.

I've already tried to explain my point of view (and asked for your contributions to debate about it). I'm undecided how to consider this period, after all, IWC grew not just in terms of sales but also consolidating its financial reliability, investing in a new factory, diversifying its partnerships, implementing its capabilities.

On the other hand, my fear is this trend is putting quality to a lower level. I also think big size watches trend is directly related to the need to show and appear (typical exigence of a nouveau riche) since it has very few to do with IWC history, 2 models, whatever their meaningfulness to the Company, don't mean so much - imho (and one the two was made due to military specifications, the other was something closer to an accidental event rather than something really chosen).

When I see my ref. 1832, I see outstanding craftsmanship, technique, immortal design, reliability. An ancient Roman would have taken this watch to the barrow along with him, to pass the afterworld together. The last screw ot that watch says: "Quality first!". As a contemporary Roman, I'm seriously thinking to take it with me for the same trip :)

I hope another IWC fan like me will say the same in 40 years, looking at his vintage wordltimer, ref. 3262 or his Spitfire chronograph, ref. 3778.

Thank you for sharing the interview Simon and sorry for long (personally, seriously painful) post.

Regards,

Roberto

Last edited: 11 January, 2013 - 11:07

I am humbled by all of the positive response from each and everyone of you
this presentation was to launch a marketing campaign for a watch segment that many companies have ignored. The importance of an entry level IWC Portofino says a lot about the company, it means that they care about the person buying the watch.

Over the years not even Rolex and Patek Philippe have made marketing strides or any advertisement campaign for their entry level watches.

In this current financial turmoil in the Eurozone it is important to focus on individuals who can't afford an IWC Portuguese or Perpetual Calendar,let alone a Tourbillon. I really admire Georges Kern for his passion in standing up for his own brand and not play "Follow the Leader" as with other watch brands. This is a testimony of the core values I think of when I hear of the letters IWC and cherish the dedication of the men and women who work at the company day in-day out either restoring vintage pieces or developing new exciting models.

Herr / Monsieur Kern took a bold step by re-inventing the IWC Portofino in a different light from that of the higher priced models and he should be applauded for that move.

Without a doubt I share your view Roberto that one day the Ref. 3262 and the Ref. 3778 would be as common household word as the Caliber 89 and Caliber 8541-series when future generations share the passion for fine watches.

Sincerely,
Simon

Last edited: 8 July, 2012 - 11:31

clepsydra Wrote:What a relief. I feel much better now. :)
Marketing was obviously never my field, having spent my career, mainly last century, in operations. I am also not easily impressed by sports or movies "celebrities".
I was, however, surprised not to have heard the word quality during the whole presentation.
BTW, everybody knows that Porsche's engine is in the front. :))

Just to clarify, Antonio: 60ies, Porsche, front wheel drive, sturdy & quality like a cal.89 and gasoline :-)!

Hajo
Fair Winds and Following Seas

Last edited: 9 January, 2013 - 09:24

hajoth Wrote in reply to:

clepsydra Wrote:What a relief. I feel much better now. :)
Marketing was obviously never my field, having spent my career, mainly last century, in operations. I am also not easily impressed by sports or movies "celebrities".
I was, however, surprised not to have heard the word quality during the whole presentation.
BTW, everybody knows that Porsche's engine is in the front. :))

Just to clarify, Antonio: 60ies, Porsche, front wheel drive, sturdy & quality like a cal.89 and gasoline :-)!

Exactly. 0 to 20Km/h in 5 minutes. :))

clepsydra
ad fontes...

Last edited: 6 June, 2012 - 12:47

Is this it? No one else has anything to say about this issue?

clepsydra
ad fontes...

clepsydra Wrote:Is this it? No one else has anything to say about this issue?

OK, me again. While marketing and manufacturing may be two different avenues, it doesn't follow that quality is diminished because marketing promotes other values. I'm working on some articles (slower than I'd like) about the quality management processes at IWC. They've brought in experts and assembled a large team to provide absolutely perfect quality at each step. There are huge resources devoted to that, even though it isn't promoted by marketing.

As some of you I've acquired recently two new IWCs: a Pure Classic and a Galapagos Aquatimer. Both are outstanding watches for what they are. The minor details on the Pure Classic really show outstanding attention and execution. The Galapagos is a great diving chrono. And that's true even if I don't dream about me being a Portuguese explorer or a wannabe Jacques Cousteau.

Regards, Michael
mfriedberg@iwcforum.com

I was enthralled. I love when Georges tells "stories." I know I quibble about the celebrity thing (but trust me, I enjoy it whenever I have the opportunity to be present, albeit, I'm a gawker!), however, the man knows how to sell luxury. He may not be the creative genius pulling the strings behind the curtain, but in front of an audience, he is compelling. Shoot, I'm ready to pull the strings on a new 8-day Portofino (on mesh) and maybe pop for a few nights at the Splendido!

Thanks for sharing the link.

Larry

The greatest IWC is the one that is inbound."

Thank you for pointing out that presentation. Besides the "Portofino story" (which has partially worked on me as well when buying mine :o) you can get from those minutes quite a few very interesting numbers and facts which are not commonly known or being realized by the people. Mr. Kern might not be o good presenter himself but the more is the end effect valued.