Based in Schaffhausen, this company ranks among the most avidly coveted watch brands. The secret of its success is an effective mix of iconic models, technical competence and attractive, readily recognizable design. Founded by American engineer Florentine Ariosto Jones in 1868, IWC currently manufactures an estimated 120,000 watches per year. The label gained its lifestyle image, which assures its contemporary success, under the aegis of Georges Kern, who directed the brand from 2002 until April 2017. The brand’s pricing reflects its self-confidence, but IWC has recently begun striving to achieve a better price performance ratio.