IWC Exhibition Unveiled at Selfridges

By Paul Joseph

A temporary pop-up exhibition celebrating the completely remodelled 2013 IWC Ingenieur watch collection launched at the high-end shopping department Selfridges in London yesterday.

Formula One star Lewis Hamilton, who was recently appointed an IWC brand ambassador, joined the launch which saw Selfridge’s Wonder Room concept store transformed into a virtual wind tunnel.

The exhibition, which is a collaboration between IWC and the MERCEDES AMG PETRONAS Formula One Team, has been designed to offer watch enthusiasts an exclusive ‘behind the scenes’ glimpse into the synergies between timepieces and the automotive sector.

At the exhibition launch, Lewis Hamilton and Team Principal Ross Brawn sampled the MERCEDES AMG PETRONAS Formula One simulator show car, which allows visitors to immerse themselves in the dynamic world of racing.

Speaking at the event, Georges Kern, CEO of IWC, said: “The engineers who work within our two companies have many things in common.

“They share a passion for precision technology and innovation. They are the heroes behind the scenes: their craftsmanship and expertise with high technology lay the foundations for our success.

“Their pioneering spirit and know-how push the boundaries of mechanical engineering and continuously redefine the achievements of precision technology. And together we have a name for this untiring quest for perfection: performance engineering.”

Ross Brawn, Team Principal of the MERCEDES AMG PETRONAS Formula One Team, added: “Both IWC Schaffhausen and MERCEDES AMG PETRONAS place great importance on precision engineering.

“Our partnership reflects this and highlights our shared commitment to pushing boundaries – both in motor racing and watchmaking.”

The exhibition will be open to the public until July 7th.

By Paul Joseph