On November 14, 2023, in anticipation of the forthcoming Las Vegas Grand Prix, IWC Schaffhausen commemorated its enduring partnerships with Mercedes-AMG and the Mercedes-AMG PETRONAS Formula One Team through a dazzling event. To mark this momentous occasion, IWC and Mercedes-AMG collaborated to establish “Speed City,” an outdoor pop-up venue nestled in the Las Vegas desert. In a celebration of their mutual enthusiasm for performance and design, Mercedes-AMG showcased the Mercedes-AMG GT Coupé, while IWC unveiled the new Pilot’s Watch Performance Chronograph 41 collection. The event reached its pinnacle with a performance driving show featuring the Mercedes-AMG GT Coupé, skillfully driven by Lewis Hamilton and George Russell, accompanied by a breathtaking drone-supported light show.
Having been partners since 2004, IWC Schaffhausen and Mercedes-AMG boast one of the lengthiest collaborations between a Swiss luxury watchmaker and an automotive engineering company. In anticipation of the upcoming F1 race in Las Vegas, these partners combined efforts to organize an exclusive event in the Las Vegas desert. Taking over the renowned Speedvegas racetrack, they transformed it into a pop-up “Speed City,” a desert camp and entertainment venue. In the presence of numerous guests, they celebrated their enduring collaboration and shared ardor for performance and design.
A panel discussion on the similarities and differences in the design processes for cars and watches took center stage. Christian Knoop, Chief Design Officer at IWC Schaffhausen, and Robert Lešnik, Head of Exterior Design Department at Mercedes-Benz and responsible for the design of the Mercedes-AMG GT Coupé, engaged in a dialogue moderated by technology journalist and BBC presenter Lucy Hedges. The discussion unveiled intriguing insights into the world of designers in their respective industries. Robert Lešnik elucidated on the role of design in emphasizing technical features of a car and the considerations behind the sporty-emotional aesthetics of the Mercedes-AMG GT Coupé. Christian Knoop delved into IWC’s chronograph and materials expertise, explaining how these competencies converged in the development of the Pilot’s Watch Performance Chronograph 41, officially launched the day before with four performance chronographs in titanium and Ceratanium®.
Subsequent to the design discourse, drivers Lewis Hamilton and George Russell of the Mercedes-AMG PETRONAS F1 Team delivered an exhilarating driving performance in the Mercedes-AMG GT Coupé. The on-track action was complemented by a mesmerizing drone show, illuminating the night sky above the Las Vegas desert and providing a glimpse into the upcoming night race in the “City of Lights.” The drivers then engaged in an entertaining conversation with Lucy Hedges and former F1 driver and IWC brand ambassador David Coulthard, reflecting on the performance and offering insights into the forthcoming night race.
Concluding the event, Chris Grainger-Herr, CEO of IWC Schaffhausen, Michael Schiebe, CEO of Mercedes-AMG, and Toto Wolff, Team Principal & CEO of the Mercedes-AMG PETRONAS F1 Team, took the stage to reminisce about the successful and enduring collaboration between the companies, sharing fond memories.
Throughout the evening, guests were invited to explore the numerous attractions at the “Speed City” venue in the Las Vegas desert. Among the highlights, they could peruse an exhibition from Mercedes-AMG, delving into the company’s range of performance cars. Additionally, IWC set up a pop-up watch boutique featuring a curated selection of some of the most iconic watches from Schaffhausen.
For more information, please visit IWC.com.
