The brief was to develop a digital brand hub that would bring together the IWC brand's diverse digital activities and make them accessible to a global audience through innovative and interactive features.

The IWC App becomes the digital hub of the IWC Schaffhausen brand where innovative, entertaining and interactive formats meet.

The focus is on the products as well as on the storytelling of the IWC Schaffhausen brand: games, podcasts, editorials, local boutique experiences, personal services for one's own watch and an innovative AR Try-On for the latest models, which for the first time works without a marker on the user's wrist.

The IWC app is developed for a global audience in 16 country versions and is always individualised for the user in each market.

The focus will be on the products as well as the storytelling of the IWC Schaffhausen brand: games, podcasts, editorials, local boutique experiences, personal services for one's own watch and an innovative AR Try-On for the latest models, which for the first time works without a marker on the user's wrist.

Developed for all platforms, it will be made available to a global urban audience of luxury-savvy people aged 20-49 in 16 country versions.

The IWC App is not finished in its development but is a modular hub that will always be expanded in the future and enable a different user experience in each market.

The app includes games, podcast, editorials, local boutique experiences, personal services for the own watch and an innovative AR Try-On for the latest models.

The first release was published in April 2021 for the (digital) Watches & Wonders trade fair after a development period of approx. 8 months and included a world first with the instant AR Try-On.

Until now, it was not possible to try out the watches on the wrist without printing out an AR marker.

Exact user numbers may not be published.

The app is currently the best-rated luxury brand app in the iOS Store.

In the premiere week, there were over 30k AR try outs.

Total so far close to one million.

The Formula 1 Challenge on race weekends was played live/parallel to the races by over 17k users.