Haute horlogerie and Formula 1 attract like magnets, and watchmaking firms look to the sport for the best talents to represent their products and their values (performance and precision, above all).
IWC Schaffhausen has an impressive roster of ambassadors: it works with seven-time world champion Lewis Hamilton and his Mercedes-AMG Petronas team-mate, fellow driver George Russell. And both have just starred in an advertising campaign for the launch of IWC’s new Pilot’s Watch Performance Chronograph 41.
The background of the promotional video is Las Vegas. Sin City is always looking for new ways to attract tourists, and this year it has come up with the idea of adding to the concerts, casinos and express weddings the Las Vegas F1 Grand Prix, which takes place at night next Sunday and is already part of the world championship.
In the short film, Hamilton and Russell head off to the race, but first they stop at a futuristic boutique to pick up their new watches. They are none other than the chronographs the company has produced for its motorsport partners: the Aviator High Performance Chronograph 41.
The first, priced at €10,800 with a rubber strap (€12,900 with a titanium bracelet), features a 41 mm-diameter case made of titanium, a material that is stealing a march on precious materials such as gold and platinum in watchmaking because of its durability and versatility (IWC says the grade 5 titanium alloy is about 45% lighter than steel). It features a ceramic bezel with a tachymetric scale to measure average speed based on distance travelled. And a self-winding calibre of its own manufacture.
The second is made of Ceratanium (ceramised titanium) and retains the technical characteristics of the first. Its price is different. With rubber strap it costs 15,100 euros and with Ceratanium bracelet it costs 22,300.
Text by Ana Franco