There's no better way to connect with customers than a factory tour, so we created an invitation that would last all year. Top IWC clients received a watch box containing a tiny calendar, featuring 12 photographs of original IWC parts in their actual size. Next to the calendar were tweezers and a loupe - the same as those used by IWC watchmakers. This little glimpse into the world of IWC could be turned into a personalised tour of the factory in Schaffhausen with a simple RSVP.

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.