Lewis Hamilton and George Russell Team Up in IWC’s New Campaign
To promote the launch of the new Pilot’s Watch Performance Chronograph 41, IWC Schaffhausen has introduced a global advertising campaign featuring seven-time Formula One World Champion Lewis Hamilton and his teammate, George Russell.
This campaign is notable because it is the first time both IWC brand ambassadors appear together in an IWC short film. This marks the first occasion that both IWC brand ambassadors feature together in an IWC short film. In this video, the Mercedes-AMG PETRONAS Formula One Team drivers are en route to the upcoming Las Vegas race when they make a stop at a specially designed IWC boutique to pick up their new watches.
Launch of the Pilot’s Watch Performance Chronograph 41
Coinciding with the upcoming Las Vegas Grand Prix, IWC Schaffhausen is introducing a new collection of Pilot’s Watch Performance Chronograph 41 models. These titanium and Ceratanium® watches, with tachymeter scales and complex dial designs, are dedicated to IWC’s motorsport partners, Mercedes-AMG and the Mercedes-AMG PETRONAS Formula One Team.
Hamilton and Russell’s Joint Appearance
This new Performance Chronograph campaign is the first to feature both drivers together. In a series of short video clips, Hamilton and Russell are depicted traveling to Las Vegas for the F1 race. They visit a specially designed IWC boutique and request their new watches. A saleswoman using an advanced ordering system then presents them with a watch box containing the new Pilot’s Watch Performance Chronograph 41.
Design Influences of the IWC Boutique
The boutique’s design is inspired by Googie architecture, which was popular in the United States from the 1940s to the 1970s. This style, influenced by car culture, jets, and the space age, was often used in roadside businesses like gas stations, motels, and diners.
The design elements are combined with American pop culture icons such as a jukebox and futuristic retail technologies. These features are combined with American pop culture icons such as a jukebox and futuristic retail technologies. The resulting space is a timeless, exhibition-like area that pays homage to American “diner culture” and a lifestyle centered on the love of cars and personal mobility.
The Role of Googie Architecture
Googie architecture, with its futuristic and space-age design elements, was a major influence on the boutique’s look. This style was common in American roadside businesses and is characterized by its dynamic and optimistic appearance.
American Pop Culture Elements
The boutique also incorporates American pop culture elements, like a classic jukebox, blending them with modern retail technologies that evoke a science fiction atmosphere. This mix creates a unique and timeless retail space.
Tribute to American Diner Culture
The IWC boutique’s design is a tribute to the classic American diner culture, celebrating the era’s love of cars and mobility. The space combines retro elements with modern touches to create an exhibition-like environment.
Conclusion
Lewis Hamilton and George Russell’s appearance in IWC Schaffhausen’s new campaign highlights the brand’s latest Pilot’s Watch Performance Chronograph 41. The campaign, set against the backdrop of a uniquely designed IWC boutique, merges elements of Googie architecture and American pop culture, creating a fitting tribute to the love of cars and personal mobility.
YOU ASKED…
What is the focus of the new IWC Schaffhausen campaign?
The campaign promotes the Pilot’s Watch Performance Chronograph 41, featuring Lewis Hamilton and George Russell.
What is unique about the new Performance Chronograph models?
The new models are made of titanium and Ceratanium® and include tachymeter scales and intricate dial designs.
What architectural style influences the IWC boutique design?
The boutique design is influenced by Googie architecture, popular in the mid-20th century.
How does the boutique pay tribute to American culture?
The boutique combines Googie architectural elements with American pop culture icons like a jukebox, creating a nostalgic yet modern space.
Editor’s Note: All listed prices were correct at the time of publication. This article contains editorial selections and paid partnerships. Please note that this article may contain some affiliate links to products and we may receive a commission for selected purchases.
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