Why are celebrity endorsements important to IWC?
There’s a lot of passion from everybody working in this company. You need that human connection to express that passion. You need someone to wear the watch and talk about the product. It’s a purely mechanical piece, so how do you bring this passion to life? How do you bring in emotions? Well, you need people.
With IWC’s Da Vinci campaign, it looks like the brand is opening up to women more. Has it changed the way you approach partnerships and celebrity endorsements?
Yes it has. The Da Vinci launch, specifically, has influenced some relationships with more female talents and ambassadors. The brand has decided that it is time to address a more female audience, and Da Vinci was primarily a female launch with male watches. IWC is, after all, engineered for men.
right: IWC ambassadors Karolina Kurkova, Xenia Tchoumi and Kristina Bazan at the launch of the Da Vinci Novelties.