IWC Schaffhausen is proud to release “Born of a Dream: A Man of the Future”. The latest instalment in the ambitious short film project tells the story of the brands’ founder, Florentine Ariosto Jones. Here we explore the short film and the inspiration behind it.

Florentine Ariosto Jones, played by James Marsden in the short film, founded IWC back in 1868 and here we follow his story. The way Jones overcame adversity and never gave up despite many obstacles mirrors the story of IWC brand ambassador Tom Brady, a story that was told in the previous instalment of him becoming a champion quarterback.

Born of a Dream

As a young watchmaker from Boston, Jones dreamed of combining advanced American industrial technology with traditional Swiss craftsmanship to produce pocket watches of the highest quality and precision. “Born of a Dream: A Man of the Future” follows Jones’ journey from Boston to Schaffhausen, as he established a pioneering watchmaking company in Switzerland. This fusion of American entrepreneurialism and Swiss precision continues to be at the core of the IWC brand.

“In their own time, F.A. Jones and Tom Brady both dared to dream the impossible. They showed passion and determination, always believed in themselves and never gave up. Working hard to realise one’s dreams has universal validity and is of timeless relevance.” – Franziska Gsell, Chief Marketing Officer at IWC Schaffhausen

Born of a Dream

Like Jones, who he plays in the film project, James Marsden has worked hard to carve out a unique place in his field. He has starred in Hollywood hits such as the X-Men trilogy, Hairspray and Superman Returns to name a few. The celebrated actor has been an IWC brand ambassador since 2015.

I am thrilled to be part of this project and be up on the screen with Tom to recount how he – and F.A. Jones – achieved what they did. It’s about setting your goals high, overcoming adversity and the importance of determination and hard work. Even though their stories take place over a century apart, it’s a timeless journey.” – James Marsden

Born of a Dream

In addition to “Born of a Dream: A Man of the Future” and to further explore the parallels in the lives of the two men, IWC is also releasing a combined edit of both films. Here the stories of Brady and Jones are intertwined and told side by side – shedding a contemporary light on IWC’s founding story and the values the brand stands for.

You can watch the short films here:



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