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IWC Schaffhausen

IWC Schaffhausen

The emotional journey of discovery

IWC Schaffhausen celebrates the holy month of Ramadan with a new 2022 campaign featuring two regional Arab protagonists, Reema Juffali and Abdullah Rajhi. The campaign’s launch commemorates the beginning of Ramadan, a month dedicated to gratitude, self-reflection, inspiration, and togetherness.

Shot in the Kingdom of Saudi Arabia against a mesmerizing desert landscape, the production takes the viewer on an emotional journey of discovery. Reflecting on the sun's vital role during Ramadan, with the sunrise waking communities for their meal before the day begins and the sunset bringing them back together to break their fast, the campaign explores the month’s stimulating yet peaceful days. It follows the two protagonists as they journey across the world, between the clouds and the earth, behind the wheel and in a cockpit – in true IWC style. 

 

Reema Juffali
— Reema Juffali

REEMA Juffali

Reema Juffali, made history at the Yas Marina Circuit in Abu Dhabi in 2019 as the first-ever Saudi Arabian professional female racing car driver. She has since competed in the British Formula 4 category, represented Saudi as the official ambassador for the inaugural Formula 1 Saudi Arabian Grand Prix in December 2021 and achieved an sensational second-place podium finish in her first ever endurance race at the iconic 24 Hours of Dubai in January of this year. Her incredible achievements in such a short time have made a tremendous impact on the region, motivating women to break through barriers and follow their passions. 

 

 

Abdullah Rajhi

Abdullah Rajhi, is a pilot by profession whose love for flying, exploring and travelling encouraged him to pursue an airline transport pilot licence (ATPL). Determination and passion have been the driving forces behind his incredible career as a successful pilot flying in Saudi Arabia.

 

 

Abdullah Rajhi
— Abdullah Rajhi

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IWC Schaffhausen