This year’s booth clearly differed from earlier concepts as well as any other stands at the SIHH. The main attention-grabber was a gigantic 3-D watch case from the latest Portugieser generation. Projections of various movements, dial colours and case colours gave the model an endless series of new faces, while a direct connection to the Internet enabled it to display the current time.
IWC Schaffhausen celebrated with about eight hundred invited celebrities from around the world, the 75th birthday of its legendary family of Portugieser watches. A gala evening attended, among others, guests and brand ambassadors like movie stars Emily Blunt, Christoph Waltz, Zhou Xun and Moritz Bleibtreu, film director and screenwriter Marc Forster, outstanding athletes like Lewis Hamilton, Nico Rosberg and Luís Figo, supermodels Adriana Lima and Karolina Kurkova and musicians Aloe Blacc, Ronan Keating and Mick Hucknall.