MUMBAI: IWC Schaffhausen premieres its new Spitfire collection campaign movie, starring brand ambassador Lewis Hamilton. The five-time Formula OneTM World Champion appears alongside a Mercedes-Benz Silver Arrow race car and a Silver Spitfire aircraft.
IWC is releasing this film as part of an extensive global advertising campaign revolving around its new Pilot’s Watches. In the movie, Lewis Hamilton is driving the Mercedes-Benz Silver Arrow W 125 around the Goodwood Race Track, when a Spitfire aircraft overtakes him. As the Spitfire approaches again in low flight, he pushes the “stop” button on his Pilot’s Watch Chronograph Spitfire. Time freezes and the aircraft comes to a complete standstill in mid-air. After admiring the Spitfire from different angles, Hamilton releases it by pressing the push-button on his chronograph watch. The film ends with the slogan, “I can stop time, but nothing stops me”, highlighting the Formula OneTM star as a man who is in control of his destiny, wearing a watch designed for individuals who require precision to master new challenges.
The new movie is a natural evolution of the 2017 campaign, which also featured IWC brand ambassador Lewis Hamilton. In the previous film, Hamilton used his Ingenieur Chronograph to stop time and halt the Mercedes-Benz Silver Arrow W 196 in its tracks.
While the concept remains the same, the addition of the Spitfire brings together the worlds of vintage motorsport and aviation. By creating a link between these two fundamental pillars of the IWC universe, the film celebrates the brand’s passion for mechanics and engineering. The relationship between Hamilton and IWC builds on the long-standing and fruitful collaboration between the Swiss luxury watch manufacturer and Mercedes-AMG Petronas Motorsport.
“With the Mercedes-Benz Silver Arrow W 125, a Spitfire aircraft and our new Pilot’s Watch Chronograph Spitfire, the movie brings together the spirit of adventure of the driver with the performance, precision and beauty of the machine. We pair these icons with IWC brand ambassador Lewis Hamilton, who is not only a living legend in his sport but also a style icon. In doing so, we underscore IWC’s appeal to a discerning audience with an appreciation of masterful engineering and timeless design,” explains Franziska Gsell, Chief Marketing Officer of IWC Schaffhausen.
