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IWC Schaffhausen

The Journal


Since 2004, IWC and Mercedes-AMG have had a close partnership based on shared values with the goal of creating lasting memories. The latest product of the cooperation is the Pilot’s Watch Chronograph Edition ‘AMG’. The last 17 years together have been shaped by numerous breathtaking moments – which are today expressed through the events at the AMG Driving Academy. 

— Unforgettable experiences at the AMG Driving Academy.



AMG and IWC – three letters which embody a very special way of life and represent technical excellence, exclusivity, precision and passion for engineering throughout the world. There are many emotions involved in choosing a particular IWC product and appreciating and feeling its inner workings. And behind the wheel of a Mercedes-AMG vehicle, it’s clear what the engineers in Affalterbach achieve every day they go about their work. Anyone who places their foot on the accelerator and feels the power of the engine run through their body understands what performance means. 


The AMG Driving Academy was launched with this in mind. Here, AMG lovers can explore their own personal limits and enjoy every moment to the full. Aimed at everybody from beginners to ambitious motorsport experts, the AMG Driving Academy offers several different event formats with one thing in common – unforgettable experiences in Europe’s most beautiful locations. 



Driving a Mercedes-AMG vehicle with confidence is a challenging task and requires training. And this is particularly fun when there’s a real race atmosphere in the air – AMG racetrack training sessions take place on some of the world’s best-known tracks, such as the Nürburgring, Nordschleife, Hockenheimring and Circuit Spa-Francorchamps, and guarantee adrenaline rushes at every bend. This calls for precision, with lap time ultimately decisive.


Inspired by motorsport, IWC created a timepiece that perfectly reflects the shared values of both companies. The Pilot’s Watch Chronograph Edition “AMG” (Ref. IW377903) is the latest product from the cooperation and represents the height of technical performance. The case is made of titanium, and the dial of carbon. IWC CEO Christoph Grainger-Herr explains what inspired IWC to create the special edition of the Pilot’s Watch: “AMG, Formula 1™ and motorsport inspire us to innovate. Materials such as titanium and carbon are often used and enhanced in automotive manufacture. IWC timepieces and AMG Performance cars give us the feeling of being part of something very special, not something commonplace”.






Pleasure is also at the heart of Mercedes-AMG. In many shapes and forms, as the AMG Driving Academy shows with its “AMG Explorer” events. The events are based around acceleration and relaxation, pleasure and pure speed, passion and luxury. Here, time can simply stand still. Maro Engel greatly appreciates the close connection between the two brands: “For me, it’s all about the passion for mechanics – in the car and in the watch. What kind of incredible precision is involved in creating these products? This is a key part of both industries”.


In the far north of Sweden, at the edge of the Arctic Circle, the AMG Driving Academy sets the bar even higher. In intensive training sessions behind the wheel, participants of the AMG Winter Experience format experience the unique AMG Performance and practise their drifting and driving skills with the help of experienced instructors. You don’t need to be a pro to drift on snow and ice, but you can become one. The first step for expert driving in challenging conditions is the beginner training “Discover”. Together with the experienced instructors and AMG brand ambassadors, participants learn how to safely control a powerful vehicle, correctly use the highly sophisticated Mercedes-AMG driver safety and assistance systems ABS and ESP, which help to keep the vehicle on course in wintry conditions.


Snowy landscapes and ice obstacle courses in Swedish Lapland, Alpine panoramas, and experiences for all the senses, adrenaline rushes on the track, or individual adventures with Mercedes-AMG – it’s the special moments that make us feel every second and forget time altogether. 


— The AMG Winter Experience in Sweden.


For more information, see https://experience.mercedes-amg.com.



IWC Schaffhausen