The message, “The Big Pilot's Watch. Wear it here” is an ideal match for the medium of hanging straps. Images of the Big Pilot's Watch are attached to the hanging straps in busses, so anybody who wishes to can easily try on the Big Pilot's Watch, just on the way to the airplane.

This campaign was trialed at Stuttgart Airport. Only a few days into the campaign IWC retailers were being approached on the subject directly, and with extremely positive results. Demand for the Big Pilot's Watch rocketed. As a consequence of this success, the campaign will presently be extended to Zurich.