IWC Schaffhausen: Charting a Course for Innovation and Heritage in 2017
For years, I’ve held a personal aspiration: to one day gift my partner, Jim, a distinguished timepiece from IWC Schaffhausen. This esteemed Swiss watchmaker has consistently captivated me with its elegant, high-quality creations, characterized by a refined sporty aesthetic. IWC watches embody a unique blend of robust masculinity without being ostentatious, and while they sit at the pinnacle of high-end horology, they retain a certain accessible charm. These versatile masterpieces look equally at home whether gracing a boardroom meeting or accompanying an adventurer on a beach excursion, symbolizing understated luxury and impeccable engineering.
Having chronicled the intricate world of watchmaking for over 16 years, my understanding of IWC has deepened considerably. This knowledge is not accidental; the brand strategically invests in marketing and curates unforgettable events that allow for deep engagement and insights. My extensive background proved invaluable recently, particularly when I had the opportunity to interview CEO Georges Kern for a New York Times profile published last January. Throughout my journey, I’ve uncovered fascinating aspects of IWC that might surprise even seasoned watch enthusiasts. Here, I’ll share five compelling facts that highlight IWC’s unique position in the luxury watch landscape and what to anticipate from them in the coming year.
1. IWC’s Legendary Events: A Masterclass in Brand Experience
IWC Schaffhausen has cemented its reputation not just for exceptional watches, but also for hosting some of the most memorable events in the luxury industry. This past Thursday, for instance, the brand orchestrated an exclusive cocktail party at its elegant year-old boutique on Rodeo Drive in Beverly Hills. The occasion marked the highly anticipated debut of the IWC Aquatimer Chronograph Edition “Sharks,” a limited edition of 500 pieces designed with a crucial mission: to cast a spotlight on the severe threats endangering the global shark population. Conservationists estimate that a staggering 100 million sharks are tragically killed annually for their meat, fins, liver, or gill rakers – a statistic that underscores the urgency of IWC’s initiative.
This striking timepiece is a direct homage to the acclaimed celebrity photographer and long-standing IWC collaborator, Michael Muller. Muller, renowned for his breathtaking underwater photography, recently unveiled an enormous, captivating coffee table book titled “Sharks” with Taschen. This exquisite $1,500 volume, presented in a distinctive metal case designed to evoke the imagery of a shark cage, is a special gift bestowed upon every purchaser of IWC’s limited-edition Aquatimer “Sharks” watch. The synergy between the watch, the book, and the conservation message creates a powerful narrative, appealing to both watch collectors and environmental advocates.
Declining an invitation to an IWC event is simply not an option for anyone in the know within the watch industry. The brand is unequivocally the ultimate host, and its parties are legendary – a fact I can personally attest to. My experiences attending their star-studded extravaganzas at the Salon International de la Haute Horlogerie (SIHH) in Geneva and Art Basel in Miami Beach have left indelible impressions. Even Jim, my partner, recognizes the significance of an IWC invite. Last year, when CEO Georges Kern visited Los Angeles for the grand opening of the Rodeo Drive flagship, we had the privilege of joining him and a select group of special guests for an intimate dinner at Spago. The evening was further elevated by the presence of Hollywood luminaries like Emily Ratajkowski and James Marsden, and a captivating surprise performance by Grammy-nominated singer and songwriter Aloe Blacc, who enchanted our dinner party with his soulful voice.
Mirroring the success of past events, the Aquatimer cocktail celebration on Thursday seamlessly transitioned into an opulent dinner at Spago. Jim and I indulged in a culinary journey featuring exquisite caviar, succulent Wagyu beef, and a delightful chocolate bread pudding. This experience reinforces a crucial piece of advice: should you ever receive an invitation to party with IWC, accept without hesitation – and be sure to bring a hearty appetite (along with a well-prepared liver!). These events are not merely social gatherings; they are immersive brand experiences that solidify IWC’s position at the forefront of luxury watchmaking and lifestyle.
IWC Aquatimer Chronograph Edition “Sharks”; priced at $12,600, it’s a statement of style and purpose.
2. Georges Kern’s Ascendant Role: A New Era for Richemont Watchmaking
The luxury watch industry was abuzz in early November with the news of a significant executive restructuring at Richemont, the venerable parent company of IWC Schaffhausen and a prestigious portfolio of watchmakers including Cartier, Panerai, and Jaeger-LeCoultre. This strategic overhaul saw the elimination of the group CEO position, paving the way for a more decentralized power structure. In a move that underscored his unparalleled influence and expertise, Georges Kern, the charismatic CEO of IWC, was appointed head of watchmaking, marketing, and digital for the entire Richemont group. Concurrently, Jérôme Lambert, formerly CEO of Montblanc, was named head of operations, overseeing “central and regional services and all Maisons other than jewellery and watchmaking,” as outlined in the official statement.
Kern’s promotion is a resounding affirmation of his exceptional leadership and profound understanding of the watch business. Under his stewardship, IWC has experienced remarkable growth, solidifying its brand identity and market presence through innovative product development and sophisticated marketing strategies. His new, expanded role places him at the helm of Richemont’s entire watchmaking division, a critical position that will undoubtedly shape the future direction of some of the world’s most iconic luxury watch brands. This move signals Richemont’s commitment to consolidating its strengths in horology, digital engagement, and market outreach under a proven leader. All eyes will be on SIHH 2017, which promises to be an extraordinary event where I eagerly anticipate the opportunity for a one-on-one interview with him, eager to uncover his vision for this exciting new chapter.
Georges Kern, the distinguished CEO of IWC, now takes on the pivotal role as the incoming head of watchmaking at Richemont, poised to lead the group into new realms of success.
3. IWC’s Unique American Roots in Swiss Watchmaking
IWC Schaffhausen holds a distinctive position within the traditionally conservative Swiss watch industry, not least because of its geographical location. Unlike the majority of Swiss watchmakers, whose operations are concentrated in the French-speaking western part of the country, IWC’s headquarters are nestled in Schaffhausen, a vibrant city in German-speaking Switzerland. However, this linguistic and cultural distinction is just one facet of what sets the company apart from its competitors. The brand’s very inception reflects a fascinating deviation from conventional Swiss horological history.
Founded in 1868 by a visionary Bostonian named Florentine Ariosto Jones, IWC – an acronym for “International Watch Co.” – was a pioneer in integrating the advanced American system of watchmaking into the traditional Swiss craft. At a time when Swiss watch production was largely cottage-industry-based, Jones’s ambition was to combine Swiss craftsmanship with modern industrial manufacturing methods, leveraging hydropower from the Rhine River to achieve higher precision and efficiency. This groundbreaking approach, emphasizing interchangeable parts and standardized production, was revolutionary for its era and significantly influenced the evolution of the watch industry. To this day, the brand proudly acknowledges and touts its unique Yankee heritage, a foundational element that continues to inform its blend of precision engineering and robust design, setting it apart in a competitive global market.
4. Unveiling IWC’s Hidden History of Feminine Elegance
For the past decade, IWC has prominently featured the tagline “Engineered for Men,” skillfully cultivating a robust reputation for producing large, undeniably masculine timepieces, notably devoid of overt diamond embellishments. This strategic marketing approach has ingrained an image of rugged sophistication and technical prowess associated with male clientele. However, during a recent insightful interview with Christian Knoop, IWC’s creative director, who was in town for last week’s Aquatimer event, a more nuanced history of the brand emerged. Knoop revealed that IWC’s intensely testosterone-fueled public image is a relatively modern construct, truly coming to the fore only after 2000, when the brand began to actively promote this specific positioning.
To convincingly illustrate his point and challenge preconceived notions, Knoop presented an enchanting display of vintage ladies’ IWC pieces. This curated collection spanned an impressive historical range, from the early 20th century right through the 1980s and 1990s. Among these exquisite examples were several watches adorned with slinky metal bracelets, crafted with such artistry that they felt as soft and smooth as fine fabric against the skin. These pieces, far from the contemporary perception of IWC, screamed cocktail chic and understated glamour, showcasing a dedication to elegant, smaller proportions and delicate detailing. Knoop unequivocally stated that IWC is poised to re-engage with and devote significantly more attention to its female clientele in the coming years. This strategic shift reflects a broader industry trend toward diversity and inclusivity in luxury watchmaking, a phenomenon I previously explored in a 2015 article for The New York Times, highlighting the growing recognition of women as discerning collectors and connoisseurs of fine horology.
With its captivating blue dial, a diamond-set bezel, and an exquisitely slinky metal bracelet, this vintage 1980s ladies’ piece from IWC is the epitome of cocktail chic, a testament to the brand’s diverse heritage.
5. The Rebirth of an Icon: IWC’s Da Vinci Collection Takes Center Stage in 2017
At the highly anticipated Salon International de la Haute Horlogerie (SIHH) 2017, set to open its doors on January 16th in Geneva, IWC Schaffhausen is poised to unveil a significantly revamped Da Vinci line. This collection, one of the brand’s six iconic pillars, carries a rich history spanning five decades. Conceived in 1968, the original Da Vinci was initially marketed as IWC’s pioneering quartz timepiece, distinguishing itself with a distinctive barrel-shaped case. The collection underwent its first major redesign in the 1980s, transitioning to a more classic round shape. According to Christian Knoop, this particular iteration proved to be immensely successful, propelling the Da Vinci line into a best-seller for both men and women, demonstrating its universal appeal and timeless design.
However, when IWC embarked on another redesign of the Da Vinci in 2007, returning to a tonneau-shaped style, the line regrettably experienced a decline in its widespread popularity. This iteration, while perhaps appealing to a niche segment, failed to capture the broader market success of its predecessors. Recognizing the enduring appeal of the Da Vinci’s most successful era, IWC is strategically positioned to resurrect its popularity in the coming year. The brand will reintroduce the collection with a fresh, contemporary spin on the beloved round shape that defined its best-selling 1980s look. This strategic revival aims to marry the collection’s historical charm with modern aesthetic sensibilities and advanced horological technology, ensuring that the Da Vinci not only honors its storied past but also boldly steps into the future as a rejuvenated icon of IWC’s masterful craftsmanship. The relaunch will undoubtedly be a highlight of SIHH 2017, attracting collectors and new enthusiasts alike to rediscover the enduring allure of the Da Vinci.
The IWC Da Vinci Automatic 36 mm in stainless steel, featuring an enchanting blue dial and a matching blue strap, represents the highly anticipated revamped Da Vinci collection, slated for release in January.
News Source : jckonline.com