Watches & Wonders, the watch industry's most important trade fair, was held in Geneva in spring 2022. As a brand that embodies tradition and innovation, it was essential for IWC to stand out with an exhibition stand that was both structurally and technologically state-of-the-art. A physical brandworld was to be created on 900m2, which would find its continuation virtually and create lasting customer loyalty beyond the trade fair – a unique 360-degree customer experience. At the same time, the important target group from the Asian market, which could not travel physically due to the Covid pandemic, was to be picked up and activated digitally.

Let’s go hybrid. The physical exhibition booth served as a starting point for IWC's comprehensive brand experience. Visitors could view the latest collection, have consultations or enjoy refreshments at the bar. A holobox with QR code served as a connecting element to the metaverse. People who scanned it received one of 1868 NFTs and got access to the Diamond Hand Club. An exclusive metaverse in which the virtual twin of the booth was displayed and visitors could interact through an avantar with other club members and benefit from further offers. As a special benefit, 10 members were able to attend the Hans Zimmer concert that took place during Watches & Wonders.

To activate the Asian target group, mini studios and a larger studio were built in the booth and an individual programme with testimonials such as Lewis Hamilton was broadcast daily. Thus, this important customer group could also be reached.

In previous years, IWC Schaffhausen presented its new watch collections only physically at Watches & Wonders. As an innovative and pioneering company, IWC has been involved with various Web3 initiatives for some time. For this reason, the logical step of those 2022 was towards a hybrid trade fair presence. With the launch of the 1868 NFTs, the number corresponding to IWC's founding year, and the establishment of the Diamond Hand Club, it was possible to create additional exclusivity and continue communication with customers beyond the trade fair.

With the own livestream studios, in which around 50 live video sessions were produced, it was not only possible to activate the audience from Asia, but recordings were also available afterwards. These could also be used for post-communication.

The project was realised within a very short time. The original design of the booth was completely revised in December 2021. After the design freeze in January 2022, there were barely two months left for planning the complete appearance. On 7 March, the construction began at Palexpo in Geneva. More than 160 tonnes of technical equipment was used (including 24500 metres of signal cables, 2115 metres of trusses, 800 lamps, 70 video feeders). On top of that, there were the seven shipping containers and furniture.

Creating the virtual world was also challenging. Within three months, a virtual experience was created that conveyed the sophistication and elegance of IWC and which was easy for the user to navigate. Each watch model was presented in an individual, artistic environment – using sound, video and atmospheric ambience to transport the desired emotions and connote characteristics of the watch models.

Besides the number of sales made, the success could be transparently evaluated thanks to the digital touchpoints. For example, all 1868 NFTs were scanned via the holobox at the physical booth or Social Media Channels within 24 hours. Finally, during the fair, the NFT holders interacted with each other in the metaverse, the Diamond Hand Club. Communication with Diamond Hand Club members continues to this day. The community regularly receives special offers and can participate in exclusive events. In this way, a sustainable brand bond could be created.