BURO dives into a high-octane day with IWC Schaffhausen in Milan, where horology meets Hollywood. The Swiss watchmaker has unveiled three bold Pilot’s Chronographs inspired by the fictional APXGP team from the highly anticipated Apple Original film F1® The Movie.
Fueling the adrenaline even further, IWC introduced a special edition of the Ingenieur Automatic 40 with a striking green dial—echoing the one worn by lead character Sonny Hayes, played by Brad Pitt. This limited-edition timepiece, revealed at Watches and Wonders Geneva, pays homage to the iconic Ingenieur SL Reference 1832, and is capped at just 1000 pieces worldwide. The vibrant green shade? A nod to Sonny’s signature look on and off the track. During our 24-hour immersion, we also sat down with IWC’s Chief Marketing Officer Franziska Gsell, who gave us the inside scoop on IWC’s role in the film, the fusion of cinematic storytelling and watchmaking, and what drives the brand’s creative engine.
Strap in—this is where Swiss precision meets silver-screen speed.
WHAT CAN VISITORS EXPECT FROM IWC’S SHOWCASE DURING THIS SPECIAL WATCHMAKING WEEK? ARE THERE ANY EXCLUSIVE PIECES OR INNOVATIONS BEING UNVEILED?
What you see here represents the essence of what we’re presenting—line extensions in new sizes, materials, and complications. We’re showcasing the full Pilot’s collection, including the Performance Chronograph in titanium, which is a truly stunning piece. There’s also our shock absorber technology in the XPL timepiece—one of our most advanced achievements in terms of resilience—and our digital perpetual calendar, which is both technically impressive and visually striking. And of course, all the pieces related to the Big Pilot’s X series.
DO YOU HAVE A PERSONAL FAVORITE AMONG THESE?
Absolutely. I have a deep appreciation for the black ceramic 42mm Ingenieur. I know firsthand how difficult it was to design and produce—it’s a true feat of craftsmanship. Personally, I’m also very fond of the 355 model, which I find absolutely stunning.
HOW IS IWC EMBRACING MODERN WATCHMAKING TRENDS?
It’s interesting, because in watchmaking, we don’t necessarily follow trends in the traditional sense. At IWC, engineering is at the core of everything we do. That philosophy drives our development of new materials and complications. Our XPL line, for example, represents the frontier of technical innovation. So instead of reacting to trends, we define our own path based on our core competencies: new materials, performance-driven enhancements, and groundbreaking complications. That’s our approach to modern watchmaking.
WITH DIGITAL ENGAGEMENT PLAYING SUCH A KEY ROLE IN LUXURY TODAY, HOW IS IWC USING TECHNOLOGY AND STORYTELLING TO CONNECT WITH COLLECTORS AND WATCH ENTHUSIASTS?
Digital engagement is essential in today’s marketing and communications landscape. Every customer journey is different—how someone first discovers IWC and progresses through their experience can vary greatly—but almost all of them will visit our website at some point. Understanding what influences that journey allows us to cater better to different audiences.
We incorporate digital touchpoints across the entire journey—even in our physical boutiques. For example, our interactive Infini displays allow customers to explore our universe through social media content while in-store. We tailor experiences based on customers’ interests, offering innovative formats that blend physical and digital.
We’re also proud to be pioneers in this space, having launched the first 3D billboards and other creative formats. But it’s always a balance—we believe in digital storytelling, grounded in real-world experiences.
LOOKING AHEAD, WHAT ARE IWC’S KEY PRIORITIES AND VISION FOR THE FUTURE? AND HOW DO EVENTS LIKE WATCHES AND WONDERS CONTRIBUTE TO THAT JOURNEY?
Events like Watches and Wonders are crucial—they allow us to bring our storytelling to life. What you’ll see in Geneva is an expanded version of what we’re showcasing here, incorporating themes like sculpture, watch architecture, and our Formula One partnership. This year, one of our biggest priorities is our collaboration on the upcoming Formula One film starring Brad Pitt. It’s one of our largest global activations to date.
CAN YOU SHARE A CHALLENGE YOU FACED DURING THIS JOURNEY OF COLLABORATING ON THE FILM?
We actually began this project four years ago, which meant anticipating how the world—and the watch landscape—would evolve. One of the biggest challenges was determining which watches would be featured, and ensuring they were available throughout filming. We had almost 100 timepieces traveling globally with the crew. Then, of course, the Hollywood strikes in 2023 added further complexity.
Despite the challenges, the opportunity to integrate our watches into a blockbuster movie—alongside both fictional and real Formula One engineers—is extraordinary. And making these watches available to a wider audience? That’s the dream.
HOW DOES IWC BALANCE ITS COMMITMENT TO INNOVATION WITH PRESERVING THE CORE FUNCTIONALITY AND AESTHETIC OF ITS TIMEPIECES?
It all begins with positioning—knowing who we are and what we stand for. For us, that’s engineering excellence. Every product we create starts from this foundation, from the materials we choose to the movements we develop. Functionality is paramount. We always say, “form follows function.” Our watches must be robust, intuitive, and beautifully crafted—but never at the expense of ease-of-use or durability.
We’re always exploring what’s technically possible, but it’s also about restraint—knowing how far to stretch without losing the essence of the brand. It’s a long-term vision: planning collections years in advance, then building the narrative and technical innovations around them. That’s how we maintain clarity and consistency, even as we evolve.
ALSO READ: WATCHES & WONDERS 2025: OUR FAVORITE HOROLOGICAL CREATIONS FROM THE EVENT.
