IWC: 12 Parts

IWC’s motto is “Passion for Details”. We were asked to create communication that would live up to this motto, get customers more involved in the brand, and inspire those who already own a few IWC watches to add a few more to their collection. 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 personalized 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.

Advertising Agency: Jung von Matt/Alster Werbeagentur GmbH, Hamburg Germany
CCO: Armin Jochum, Deneke von Weltzien
Creative Director: Thimotheus Wagner, Fabian Frese
Creative Team: Andreas Wagner, Luca Rescheleit, Jonas Keller, Daniel Pieracci
Art Director: Andreas Wagner, Jonas Keller, Soeren Porst
Copywriter: Luca Rescheleit, Daniel Pieracci, David Leinweber
Photographer: Ulrich Hoppe
Account Manager: Wofgang Philipp
Agency Producer: Phillip Wenhold

December 2009


Dzsoi's picture
8008 pencils

Lovely DM, not cheap, but interesting and exactly to the point. If you care about the mechanism of watches, this DM will give you the final push to visit the factory tour for sure.

atb2005's picture
13561 pencils

I agree with Dzsoi. It's beautiful.

Bianconiglio's picture
406 pencils


AssassinX's picture
1329 pencils

I love IWC

Still have to say this is the most complicated IWC ad I've ever seen in my life. :)

Is it a DM solution?

capywriter's picture
5509 pencils


Guest's picture

Cannes Lions 2010 Silver!

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