IWC - Engineering Time
The campaign uniquely integrates art and science by collaborating with physicist Brian Cox, who provides insights into the concept of time, and composer Hans Zimmer, who created music inspired by IWC's timepieces. This multidisciplinary approach enriches the brand's narrative and appeals to a diverse audience.
A standout feature is the publication of a 550-page book titled "IWC Schaffhausen. Engineering Time since 1868," authored by Manfred Fritz with contributions from best-selling author Paulo Coelho and illustrator Enki Bilal. This book offers an artistic and historical perspective on over 140 years of IWC's watchmaking excellence.
The campaign targets watch enthusiasts, collectors, and individuals interested in luxury craftsmanship, as well as those fascinated by the intersection of art, science, and horology.
TARGET AUDIENCE
About the
Campaign -
The campaign uniquely integrates art and science by collaborating with physicist Brian Cox, who provides insights into the concept of time, and composer Hans Zimmer, who created music inspired by IWC's timepieces. This multidisciplinary approach enriches the brand's narrative and appeals to a diverse audience.
Core Theme of the Campaign -
1. Comprehensive Publication: IWC released an extensive book detailing its history, craftsmanship, and watch families, providing readers with an in-depth understanding of the brand's evolution.
2. Artistic Collaborations: The inclusion of short stories by Paulo Coelho and illustrations by Enki Bilal adds a creative dimension, intertwining literature and visual art with watchmaking.
3. Scientific Perspective: Physicist Brian Cox's involvement offers a unique take on time, connecting IWC's timepieces to broader cosmological themes and the mysteries of the universe.
4. Musical Inspiration: Hans Zimmer composed music inspired by IWC's watches, performed by the Britten Sinfonia, showcasing the brand's influence beyond horology into the realm of music.
5. Innovative Timepieces: The campaign highlights IWC's commitment to innovation with the introduction of watches like the Big Pilot's Watch Shock Absorber XPL, featuring advanced shock absorption technology and a modern design.
6. Heritage Celebration: By reflecting on its history since 1868, IWC reinforces its legacy of engineering excellence and timeless design, appealing to both long-time admirers and new enthusiasts.
7. Engaging Advertising: The campaign's advertising strategy includes nostalgic and detailed presentations, reminiscent of classical watch advertisements, resonating with audiences who appreciate traditional craftsmanship.
8. Holistic Experience: Through its multifaceted approach, the "Engineering Time" campaign offers a rich and immersive experience that connects IWC's technical prowess with artistic expression and scientific inquiry, solidifying its position as a leader in luxury watchmaking.