Schaffhausen/Las Vegas, 13th November 2023: Coinciding with the release of the latest Pilot’s Watch Performance Chronograph 41, IWC Schaffhausen unveils a global advertising campaign featuring Formula OneTM World Champion Lewis Hamilton and his teammate, George Russell. This marks the first-ever joint appearance of the two IWC brand ambassadors in an IWC short film. In the video narrative, the drivers of the Mercedes-AMG PETRONAS Formula OneTM Team make a pit stop at a specially designed IWC boutique en route to the upcoming Las Vegas race to collect their new timepieces.
In anticipation of the forthcoming Las Vegas Grand PrixTM, IWC Schaffhausen introduces a new collection of Pilot’s Watch Performance Chronograph 41 models. Crafted from titanium and Ceratanium®, these watches, adorned with tachymeter scales and intricate dial designs, pay homage to IWC’s partnerships with motorsport leaders Mercedes-AMG and the Mercedes-AMG PETRONAS Formula OneTM Team.
The groundbreaking Performance Chronograph campaign signifies the debut collaboration between the two drivers and IWC. Through a series of short video clips, Hamilton and Russell are portrayed en route to Las Vegas for the F1TM race, making a noteworthy stop at a specially designed IWC boutique to acquire their new timepieces. The futuristic ordering system, operated by a saleswoman, elegantly presents them with the Pilot’s Watch Performance Chronograph 41.
The boutique’s design draws inspiration from Googie architecture, a style prevalent in the United States from the 1940s to the 1970s. Infused with influences from car culture, aviation, and the space age, Googie architecture was often employed in roadside establishments such as gas stations, motels, and diners. These elements are seamlessly integrated with iconic symbols of American pop culture, including a jukebox and futuristic retail technologies, resulting in a timeless, exhibition-like space that pays homage to American “diner culture” and a lifestyle centered around the love of cars and personal mobility.
The captivating assets from the new Performance Chronograph campaign are featured on IWC Schaffhausen’s Social Media channels, including Instagram and YouTube: