RIDING THE WAVE
CHRISTOPH GRAINGER-HERR, CEO IWC
Swiss horology brands might make the world’s best watches, but few would say the same of their efforts on the digital front. An exception to the rule is IWC, which has quickly emerged as one of the standout brands in this regard, offering augmented realityenabled views of its novelties and virtual walk-throughs of its W&W booth and boutiques. In an e-mail interview, CEO Christoph Grainger-Herr proudly shares: “From the early adoption of social media and e-commerce to the virtual motorbike ride with Bradley Cooper or the live broadcast of the Silver Spitfire’s take-off from the Goodwood Aerodrome in Sussex, England, last year, IWC has always been a technology-savvy brand.” The time for IWC, it seems, is now.
How has the current crisis changed the way you work?
It’s incredible how swiftly we were able to adapt to this new situation. I think what a lot of people will take away is that videoconferencing does work. In general, our virtual collaboration via telephone, e-mail and video is very efficient. What motivates us is the pride we take in our work and in the beautiful, timeless products we build.
With the establishment of its new manufacture in 2018, IWC has been increasing its capacity to make its own movements. Where do you stand now in terms of in-house movements?
The history of IWC was founded on high- quality pocket watch movements. As a top brand, of course, we want to demonstrate our expertise in in-house movements. We have strategically pushed the development of new movements in recent years. This year, we are launching an all-manufacture Portugieser collection with, among other feature, in-house movements from our 89000, 69000, 52000 and 82000 calibre families.
During the global lockdowns, IWC launched an experience-focused campaign, Time Well Shared, where ambassadors shared their stories online. How do you think consumers will change after this pandemic?
The current situation is an opportunity to reflect on our behaviour as consumers. There is a possibility that more people will rethink their consumption habits and look to spend on more sustainable products with longer life cycles. In this context, IWC is in a unique position because we offer a high- quality product that is made responsibly in Switzerland and engineered to last for generations. Our actions also have a significant emotional component, which may be another thing that people look for when we overcome this challenge.