IWC's motto is 'Passion for Details' We were asked to create communication that would live up to this motto, get customers more involved in the brand, and inspire those who already own a few IWC watches to add a few more to their collection.

There's no better way to connect with customers than to take them on a tour of the factory, so we created an invitation that would last all year. Each month features a high-quality photograph of an original IWC part in its actual size. The holes on each page were laser cut, and the metal spiral was inserted by hand. To showcase this tiny calendar, we placed it in the same box used for IWC watches with custom-made, velvet-lined interior. The box also included tweezers and a loupe - the same as those used by IWC watchmakers.

More than half of the customers who received the calendar signed up to take the tour. Many of them brought their family, ensuring that the passion felt for IWC by its current customers will live on into the next generation as well.