MODERNIST

IWC’s new manufacture defines traditional watchmaking in avant-garde se ings

TRADITIONALLY, WATCHMAKERS ARE pictured hunched over a wooden table, peering at the innards of a watch through a loupe. It’s an image rich in romanticism, but today, most watchmakers work in clean and sterile environments resembling scientific laboratories.

IWC’s new manufacture takes that a step further. CEO Christoph Grainger-Herr, who was pivotal in its design, said that he “wanted a building that was not only aesthetically pleasing, but also perfectly encapsulated the spirit of the brand”. The first step the brand took was to bring together the production of movement components, manufacture movements, and cases under one roof. Then, IWC instituted an assembly line combining the craftsmanship of man with the efficiency of machines. Henry Ford would be proud.

“The architecture [of the new manufacture] facilitates faster communication flows and improved processes,” explained Grainger-Herr. “We also made use of various architectural tricks to create a rather special atmosphere. This makes the new building feel a little like a house with a generously propotioned verandah, and creates a cosy ambience.”

It was something that fascinated GraingerHerr, an architect by training. He innately understood that architecture was more than just about designing a building. It was about creating an optimal space for over 230 employees to live, work and play in. After all, if you spend over one-third of your life working, you’ll want that space to be vibrant and welcoming, just like a home.

“We are a manufacturer with a 150-year history, but we also look to the future,” said Grainger-Herr. The future for IWC certainly looks bright. The loupe, however, still remains. And rightly so. AM