Over 40 years after Gerald Genta, the most legendary watch designer of all time, created the first IWC Ingenieur in 1976, it made its return in 2023 – with a new design, yet brimming with cult status and Genta's DNA. The task was to introduce this eagerly awaited new edition across all touchpoints and to make it relevant for the so called “cultural pioneers”.

We not only brought back a legendary watch but also an entire decade. We turned back time in IWC's marketing communication and created a retro-futuristic parallel brand universe.

With old-school long-copy ads, TVCs, and an overall unique design language across all touchpoints that reflect the mindset of the engineer.

Together with partners like Braun, Mercedes-Benz, and Vitra, we curated the design platform "Form und Technik," gathering unique pieces from the 1970s zeitgeist that continue to influence our present.

The same applies to the new IWC Ingenieur.

The strategy was to reach the 'Cultural Pioneer' and initially make the new IWC Ingenieur relevant in this target group.

These are the individuals who currently set lifestyle impulses and dictate trends. They are distinguished by a deep knowledge of style and design history and are responsive to the aestheticization of original 70s tones and objects.

Furthermore, we decided to use the German language globally to convey the Western European engineer's mindset of that time even more authentically and 'originally'.

Initially, we began by creating a campaign within the campaign, starting with lovingly crafted vintage advertising pieces that made it appear as if the watch had truly emerged as the successor to the original IWC Ingenieur in 1977.

Through partnerships with relevant brands in industrial design, we established a curated platform where objects such as Braun (Dieter Rams) audio systems and TVs, the Mercedes-Benz C-111, or furniture from Vitra were placed around the watch in a gallery-like setting.

At the same time, we turned all our social media lifestyle content back to the 1970s and in January 2023, we were among the first brands worldwide to actively use AI image generation in campaigning.

It was the most successful launch campaign in the history of the IWC brand. Never before have there been more reactions and contributions on a topic. Already in the first year, the watch was able to establish itself sustainably on the front pages of luxury and lifestyle press.

For the watches in the collection, there are long waiting lists.

Wholesale partners are ‘sold out’.

The platform 'Form und Technik' will continue to exist sustainably.