1 post tagged IWC Top Gun Watches

By Michael Friedberg, at SIHH in Geneva, Switzerland

As IWC magically transports its visitors to an aircraft carrier at SIHH,  so it continues this theme with the press.  The idea is not simply to show journalists images of pretty dials and relay detailed specifications. Instead, press groups are treated as troops ready for a briefing. Initially, IWC welcomes them ceremoniously into a command theatre known as a briefing room, and immediately they’re prepped for their next mission.

Big Pilot’s Watch Top Gun Perpetual Calendar

Inside, the journalists sit in rows looking a wall of monitors charting location and activity. Suddenly, a film unveils. It’s not directly about watches, but instead blasts the roar of F18A Hornet jets- setting an exciting mood.  With dossier print, the short video tells about the Top Gun pilots, the elite of the elite. Yes, watches are shown, in the context of instruments as the jets zoom and maneuver.  But the unsuspecting journalist needs to fasten his seatbelt more than take notes. This is action- breathtaking action.

Nina Jaegle, from IWC’s Headquarter PR team, then unveils a second film, describing IWC’s new models as if they were instruments needed to prepare for flight.  She reveals that there are three groups: five new Top Gun models, the updated “regular” models –the Mark XVII, the Chronograph, the Double Chronograph and the Worldtimer, and also the new special Spitfire models. It’s not easy to cover all 14 models briefly, but the introduction gets it all in, with military precision. You can view the entire new collection here at your leisure.

Pilot’s Watch Top Gun Miramar Chronograph

Underlying all this is a message: these watches are more than watches, and they stand for something. There is skill, precision and excitement underlying these instruments.  The press, with all their own skills, now have become Top Gun trainees who are mission-ready. The Press Squadron is ready for deployment.