"Form und Technik." is a carefully curated design platform that has managed to establish its own style for the IWC brand by incorporating iconic brands such as Braun, Vitra, and Mercedes-Benz. This style almost exists as a parallel world alongside the existing brand communication.

The original IWC Ingenieur from 1976 was developed by the most legendary watch designer of all time, Gerald Genta. It set standards for all present-day steel sports watches in the luxury segment over 40 years ago. Fans and watch enthusiasts have eagerly awaited the comeback of this classic.

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.

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.

Together with Braun, Mercedes-Benz, and Vitra, we curated the design platform "Form und Technik." Featuring unique pieces from the 1970s zeitgeist that continue to influence our present. Vintage advertising for the IWC Ingenieur 2023 was presented in a gallery style, capturing the essence of the new IWC Ingenieur and conveying its spirit.

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.