World class timepieces

Schaffhausen was chosen due to the river Rhine which passed through the town providing hydroelectric power. The reason being his idea of using progressive American production techniques, combined with Swiss watchmakers known-how to manufacture timepieces, was not entirely appreciated at the time in Geneva and the Jura. IWC’s success amplified after WWII – during the war it distinguished itself making military spec pilot’s watches, which connoisseurs still go mad over.

Today, IWC Schaffhausen has an international reputation for providing exquisite timepieces that exude an aura of retro-sophistication; the types of watches that accompany can-do sorts on their adventures. It embraces the very latest timekeeping innovations, progressively eliminating the use of third-party movements. It has also been pioneering when it comes to managing social and environmental impacts responsibly. It was the first Swiss watch brand to take Global Reporting Initiative (GRI) standards as a benchmark for its first sustainability report published in 2018. It committed to cutting greenhouse gases by 10%, reducing packaging weight and volume by 30%, reduce absence by 10% by improving health and well-being, and reach gender equality in training by 2020. IWC Schaffhausen has been recognised by Positive Luxury as a ‘Luxury Brand to Trust’ since 2014 – allowing them to display its Butterfly Award in each of their Boutiques worldwide, engaging clients in their sustainability story.

We continue to use the best-in-class digital and traditional marketing approach to drive online and showroom sales and have worked closely with IWC Schaffhausen on aligning our activities to their marketing calendars by supporting their Big Pilot roadshows and ensuring the visibility of their Top Gun watches through co-op marketing campaigns.

A highlight for IWC in 2022 was the Big Pilot Roadshow 2.0 – a fantastic experience for clients to be fully immersed in the brand in Birmingham, Manchester and London. The blockbuster 'Top Gun: Maverick' was also a big moment for the brand and we had the pleasure of inviting clients to private screenings of the Tom Cruise movie.

As a key partner, not only did we highlight the Roadshow through multichannel marketing and a VIP event, we collaborated with them on out-of-home media in the centre of Manchester to promote both the roadshow and our Watches of Switzerland showroom. This was bolstered by our digital marketing campaign as well as support across paid and organic social, email and Calibre.