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IWC Schaffhausen

The Journal


The story of IWC and the Big Pilot’s collection is brought to life around the globe, with an innovative, interactive roadshow and extraordinary optical illusion artworks


A legendary design for pioneers, originals and dreamers the world over, the Big Pilot has always inspired its wearers to think big. In this spirit of originality and innovation, we are taking the story of this iconic timepiece to cities around the globe with a touring exhibition, #IWCONTOUR BIG PILOT Roadshow, and a creative new “Out of the Box” campaign.



Designed to resemble shipping containers, a high-tech booth brings the story of IWC to life in entirely unexpected ways for #IWCONTOUR. Thanks to new hologram technology, guests can “meet” our former head watchmaker Kurt Klaus, brand ambassador Lewis Hamilton, and CEO Christoph Grainger-Herr, when they step inside.


The BIG PILOT Roadshow is open to the public with no invitation necessary.


No interactive experience would be complete without a chance to try on some of IWC’s most celebrated watches, and the touring exhibition features the new Big Pilot’s editions for 2021, as well as designs from the famous Spitfire and Portugieser collections, a selection of squadron watches commissioned by the US Navy, and historical timepieces. 

— The brand-new interactive Big Pilot roadshow exhibition

Starting in the UK, the exhibition heads to the Netherlands in September, and tours the US later in 2021. The full schedule is as follows:


Edinburgh: 15-20 July

Castle street Edinburgh EH2 4AA

Liverpool: 27 July-1 August

Paradise Place Liverpool L1 8BQ

Manchester: 5-9 August

Exchange Square

Birmingham: 19-24 August

148 New St, Birmingham B5 4BU

Leeds: 7-11 October

112-114 Briggate, Leeds, LS1 6BG

London: 2-8 November

Covent Garden, London, WC2E 8HD
Tuesday 2nd - Saturday 6th: 10:30am - 6pm
Sunday 7th: 11am - 5pm
Monday 8th: 10:30am - 6pm


Den Haag: 3-11 September 

Rotterdam: 14-19 September 


Century City, CA: 23-26 September

Palo Alto, CA: 30 September-3 October

Newport Beach, CA: 7-10 October 

Scottsdale, AZ: 14-17 October

Miami, FL: 21-24 October

Charleston, SC: 28-31 October

Houston, TX: 4-7 November

New York, NY: 11-14 November


— The Big Pilot’s Watch 43 (Ref. IW329301) has come to life on the corner of Chance Street, Shoreditch
— Located steps from the world-famous intersection of Hollywood Boulevard and Vine Street, our Big Pilot’s Watch 43 (Ref: IW329301) has a new home in the heart of Hollywood



We’re also thinking big with optical illusion installations designed to surprise and intrigue the public in some of the world’s biggest cities. Huge painted murals and giant digital screens take over sites from Los Angeles to Tokyo and beyond, bringing the story and spirit of the Big Pilot to life.


Designed to look like an industrial shipping container dropped unexpectedly into the neighbourhood, the massive 2D artworks appear 3D when viewed from certain vantage points. They showcase the new Big Pilot 43 in iconic locations including Hollywood Boulevard, Gangnam Street in Seoul, and London’s Piccadilly Circus, and will remain in place for several weeks. Make sure you keep your eyes open, and if you spot one of the unique installations, take a photo or video with your phone and share it on social media using #IWCONTOUR.



An innovator never stands still. With these creative new tools, we are excited to celebrate the spirit of IWC, and shine a light on our collections in whole new ways. Our mission is to challenge the status quo, and to spark new conversations that continue to take us forward.


— The Big Pilot’s Watch 43 (Ref. IW329301) it's bigger than ever at the corner of North 13th Street and Wythe Avenue in Williamsburg, Brooklyn

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