At the Salon International de la Haute Horlogerie (SIHH) held in Geneva in January, IWC Schaffhausen welcomed Bradley Cooper as a new brand ambassador. Now, the Swiss luxury watch manufacturer is strengthening the partnership by rolling out a comprehensive marketing campaign with the four-time Oscar nominee. This marks the first time that IWC has produced such an extensive omnichannel campaign with one brand ambassador.
The campaign was produced during a multi-day shoot on the outskirts of Los Angeles in the Mojave Desert. It centres on Bradley Cooper, seen riding his motorbike through the desert .
With the campaign story and visuals, IWC makes a bold statement, demonstrating that, thanks to its authenticity and uniqueness, it strongly appeals to individuals who are open-minded, curious and adventurous and who live life to the fullest.
Swiss photographer Marco Grob shot the impressive visuals. Grob, who lives in New York City, is famous for his portraits, having worked with some of the biggest names in the entertainment industry.
The co-star of the campaign is the IWC Big Pilot’s Watch Edition “Le Petit Prince” (Ref. IW501002) on Bradley Cooper’s wrist. With an impressive case diameter of 46 millimetres, this timepiece features a characteristic blue dial, which has become the trademarkof IWC’s special editions in tribute to Antoine de Saint- Exupéry’s most famous literary work. The watch is powered by the IWC-manufactured 52110-calibre movement, featuring an efficient Pellaton automatic winding system with ceramic parts. With the help of two barrels, it builds up a power reserve of 7 days and its soft-iron inner case provides optimal protection against magnetic fields.
