IWC hits the road, starting with Los Angles. Swiss-made, American roots luxury watchmaking brand Compagnie FinanciÃ¨re Richemont unveils the Big Pilot exhibition, an interactive look at the brand’s universe and the Big Pilot watch collection.
One of the key elements of the exhibit is innovative new hologram technology that will allow a life-size projection of IWC CEO Christoph Grainger-Herr as he is “teleported” to each location to greet guests. in the stand. It will be accompanied by other holograms from Kurt Klaus, the legendary former head watchmaker of IWC and Lewis Hamilton, seven-time Formula 1 champion and brand ambassador.
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From this futuristic display, each personality will bring their own vision of the world of IWC. In addition to the hologram, a dedicated ‘Creators Wall’ will highlight some of IWC’s partners, sharing stories of how the Big Pilot has been a vital companion on their path to success.
Housed in specially outfitted shipping containers, the exhibit begins at Century City’s Atrium in Los Angeles with a first cocktail party on Friday where guests can not only learn about the history of the brand’s aviator watches, but also hear the words of the recently announced brand ambassador, Glen Powell. Powell is one of the few civilians allowed to fly with the Blue Angels and will talk about experiences as well as his passion for watches.
The evening will end with a performance by musical artist Max Music
The tour will land in eight cities: LA; Palo Alto, California; Newport Beach, California; Scottsdale, Arizona; Miami; Charleston, South Carolina; Houston, and ends in New York in mid-November.