FRANZISKA GSELL
CHIEF MARKETING OFFICER, IWC SCHAFFHAUSEN
IWC is seen as a man’s brand. Yet, a lion’s ion’s share of its neww Da Vinci collection on is dedicated to women’somen’s watches. Tell us more about this and what IWC hopes to accomplish plish with the collection.
It’s true that we are sometimes perceived as a very male-oriented brand. But as a matter of fact, IWC has been producing women’s watches since the 1870s, and ladies’ watches have been an integral part of our Da Vinci line, especially during the 1990s. Because of our past advertising campaigns and in particular the slogan “IWC: Engineered for Men”, we came to have a rather masculine image. But at the same time, this attracted many female customers to our brand. Strong and self-confident women, who like to wear a large Portugieser watch to make a statement, for instance. In terms of watches for which the design is more specifically geared towards women, we also recently introduced midsize models in the Portofino collection in 2014.With a diameter of 37 millimetres, they are equally attractive for both women and men with a slimmer wrist. Later, in 2016, we also introduced 36 millimetre Pilot’s Watches, which are more on the sporty and casual side.With Da Vinci, we are only further complementing our ladies’ offering with a more formal watch.We want to have a complete product portfolio, and women’s watches are an important part of this.
Will you be introducing more complications in the women’s collections?
At the moment, we mainly offer women’s watches with a moonphase complication like the Da Vinci Automatic Moon Phase 36. For some women, complications are important and interesting. For this reason, we are looking to expand our women’s offering with different complications in the future, as well.well
What givesgiv the Da Vinci collection an edge over its competitors?
I think whatw really sets IWC apart is that we keep our designs very pure, minimal and c clean in general.We aim for a timeless,tim elegant design that incorporates our design codes.And I think that we have been quite successful in going our own way. Why shouldshoul a woman buy an IWC watch?watc Because she connectsconn with the history and value of the brand,b as well as the design of the watch itself, of course.We build stories around our products and we hope that people feel that difference.A mechanical watch is basically a non-essential item. Nobody needs it, because every phone will tell you the time. But a watch is a symbol you can relate to and emotionally connect with, something that gives you a feeling of eternity, its appeal does not fade immediately because a newer model has been invented. You can pass it on to the next generation. So it’s really something you build a relationship with because you wear it every day.
On that note, what are your favouritevourite IWC watches?
I personally quite like the Pilot’s Watch Chronograph Edition “Le Petit Prince”. Like so many others, I grew up with that story, and it is a beautiful piece with a unique design. On the ladies’ side, I really look forward to wearing the Da Vinci Automatic Moon Phase 36 with a red gold case and a very nice brown leather strap. I fell in love with it during this year’s SIHH in Geneva.