The Laings Journal
This summer IWC Schaffhausen are touring with their interactive roadshow exhibition that celebrates their fearless Big Pilot collection. Laings were delighted to partner with the event in Edinburgh for peek inside the world of the Swiss luxury watchmaker.
The immersive experience celebrates the excellence of IWC, its legacy and the intricacies of the Big Pilot collection for a one-of-a-kind opportunity to explore the brand at its finest. Housed in specially-converted shipping containers, the booth is packed with cutting-edge technology for an industrial style combined with high-tech expertise, to bring the IWC story to life.
An Area for Aviation
As a country with a rich history in aviation, the UK is a fitting location for the first outing of the innovative new Big Pilot exhibition. What started out as a functional military watch in the 1940s, the Big Pilot is now one of the industry’s most legendary designs with its striking conical crown, riveted strap and open legible dial. The perfect balance of form and function the Big Pilot has become a cultural icon, worn by pioneers who dare to dream.
Upon entry the left hand side of the area is a dedication to these beginnings. With the latest releases from Watches and Wonders 2021, alongside the iconic Petite Prince and Top Gun editions, this area is devoted to the excellence of the Pilot’s Collection. Accompanied by holograms of IWC’s brand ambassadors as well as master watchmaker Kurt Klaus, the space provides the opportunity to take a closer look at the fascinating details of each model while appreciating the intricacies of each piece.
To the right lies a hands-on experience that looks at each of IWC’s impressive innovative movements and materials including their patented ‘Ceratanium’ which is a durable, robust and scratch resistant mix of ceramic and titanium that gives a casual yet stylish offering for watch casing. Alongside that lies a commitment to both the IWC Spitfire and Portugieser that demonstrate the pioneering spirit, yet completely timeless charm of the brand.
A Legacy of Excellence
While a showcase of prestige watchmaking, the pop-up also focuses on an IWC legacy of excellence, nurturing the next age of talent through their range of initiatives. The first being their partnership with Brand Ambassador Lewis Hamilton, a seven-time FIA F1 Champion who is driven by purpose and passion. His unique character is the perfect fit for the adventurous brand, encouraging innovation in both fields, where precision engineering and attention to detail are paramount. This pairing is displayed all around the space, with captivating murals and engaging videos, giving visitors the opportunity to interact with the impressive relationship.
IWC have long admired the US Navy TOP GUN Academy, home to the legendary Navy Fighter Weapons School, making watches in their name since 2007. With a program that trains the very best young pilots in flying and tactical skills IWC take pride in being the only officially licensed watch manufacturer to work on their timepieces, supplying precision instruments that can withstand the extreme strain pilots experience in the cockpit. The exhibition displays the outstanding TOPGUN Mojave Desert from this year’s Watches and Wonders release, giving visitors the opportunity to learn all about the TOP GUN partnership while trying on the latest pieces.
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