intrinsic brand value, we would look at an ambassador who shares that spirit. This is why we choose people like Nico Rosberg or Lewis Hamilton for example, who keep pushing the boundaries of technological innovation in Formula 1. Something else that is part of our DNA is masculinity, so in gentlemen we would always look for somebody who is very masculine in terms of his superiority and self esteem, somebody who is very self confident that we would feel is a very good match. There needs to be a certain element of elegance too.
How does IWC differentiate itself from other luxury watch brands? On brand level, if you look at other luxury watch brands in our segment we’re the only ones that are based in the Northern German speaking part of Switzerland. Also, IWC was founded by an American, while most other brands were founded by Swiss or French people. On a product level, I think IWC is the brand with the most diverse portfolio, as we have six very distinctive families and around about 200 references. I’m always claiming that if you don’t find a watch in our portfolio that you like then you don’t actually want to buy a watch, because there is something for everyone and it’s impossible not to like something. Finally, if you look at our brand on a marketing level, I think something that IWC has managed over the past 10-12 years in particular, is the story telling. I don’t know any other watch brand that has as many authentic and evocative stories to tell. And I think this whole package makes us stand out and appeal to a specific clientele.
What inspired the latest Portofino Midsize collection? That’s a very good question. I think it’s a combination of things. Number one we always had a Portofino family ever since the 1960s and the inspiration for the Portofino family comes indeed from Portofino – the Italian Riviera, the Dolce Vita lifestyle, the relaxed Italian flair, style and taste. To then take that a step further and create a Portofino Midsize collection was an inspiration that I think comes from the world that we live in and real life. I think there was a need to create a timepiece that appeals to both women and men, and the jewelled details of the watch were things we also saw demand for, and is something we’ve always wanted to do. To go into jewellery watches is something that is inevitable if you want to grow the brand. So it’s a combination of emotional inspiration from the past and very rational inspiration that is in demand from the market today.
What exciting things can we expect from IWC in the future? Stay tuned! IWC is always exciting and there’s always an element of surprise, and something new and unexpected. Give us another 12 weeks and I’m sure we will find another opportunity to surprise you. www.iwc.com
Luxury lifestyle quarterly publication for the Middle Eastern market