In January 2019, the Swiss watchmaker IWC Schaffhausen invited 800 guests to a Geneva convention hall staged as an airplane hangar to celebrate the redesign of its Spitfire collection of pilot’s watches. A vintage Spitfire was part of the spectacle, as were some the brand’s star ambassadors: Bradley Cooper, Rosamund Pike, Dev Patel, James Marsden and Sonam Kapoor.
It was not the first time IWC had hosted a gaggle of celebrities at a gala affair. Starting in the mid-2000s, the watchmaker made partnering with Hollywood A-listers central to its marketing strategy. But it may well have been the last.
“I think that time has passed,” Christoph Grainger-Herr, the company’s chief executive,
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