Schaffhausen/Las Vegas, 13th November 2023: To accompany the launch of the new Pilot’s Watch Performance Chronograph 41, IWC Schaffhausen is presenting a global advertising campaign featuring seven-time Formula OneTM World Champion Lewis Hamilton and his teammate, George Russell. For the first time, both IWC brand ambassadors appear alongside each other in an IWC short movie. In the video, the Mercedes- AMG PETRONAS Formula OneTM Team drivers are on their way to the upcoming race in Las Vegas when they stop at a specially designed IWC boutique to collect their new watches.
On the occasion of the upcoming Las Vegas Grand PrixTM, IWC Schaffhausen is launching a new collection of Pilot’s Watch Performance Chronograph 41 models.
These watches in titanium and Ceratanium®, which feature tachymeter scales and highly intricate dial designs, are dedicated to IWC’s motorsport partners Mercedes-AMG and the Mercedes-AMG PETRONAS Formula OneTM Team.
The new Performance Chronograph advertising campaign marks the first time the two drivers make a joint appearance with IWC. In several short video clips, Hamilton and Russell are shown on their way to Las Vegas, where they are to compete in the F1TM race. They stop at a specially designed IWC boutique and ask for their new watches. A saleswoman operating a futuristic ordering system then hands them a watch box with the new Pilot’s Watch Performance Chronograph 41. The boutique’s design draws on the stylistic elements of Googie architecture, which was popular in the United States from the 1940s to the 1970s. It was influenced
by car culture, jets and the space age and often used for roadside businesses such as gas stations, motels and diners. These elements are blended with icons of American pop culture like a jukebox and science fiction-like retail technologies. The resulting timeless, exhibition-like space is a charming tribute to American “diner culture” and a lifestyle dedicated to the love of cars and personal mobility.
The new Performance Chronograph campaign assets can be seen on IWC Schaffhausen’s Social Media channels, such as Instagram or YouTube:
https://youtu.be/-puJYhlVfEc
https://youtu.be/WuxTwiLFLTc
https://youtu.be/5b9hFj8IoZk
