The superyacht industry could take notes from the watch world when it comes to luxury branding. Yesterday’s opening of IWC Schaffhausen’s ‘Timeless Portfofino’ exhibition in London’s Battersea Park set a new benchmark in luxury events as the brand delved into the making of its newest campaign. The Superyacht Agency was invited to mingle with special guests, actors Emily Blunt and Christoph Waltz, stars of the new campaign driving the brand’s launch of the new Portofino Midsize collection for women.
The campaign also features international actors Cate Blanchett, Ewan McGregor and Zhou Xun, and supermodels Adriana Lima and Karolina Kurkova. The dream team was flown from Cannes Film Festival to the beautiful Italian coastal resort of Portofino where photographer Peter Lindbergh, globally renowned for his magnificent sense of beauty and attention to detail, shot more than 21,000 images over three days. “To work together with Peter Lindbergh allowed us cast members to truly transcend space and time.” These really show the difference between a photograph, and a moment,” said Blunt to the gathered media.
The selection process involved 2,100 images being sent to the head of IWC, CEO Georges Kern, who said it took two months to select the final images used in the campaign. The stars were chauffeured through the exhibition to observe the beautifully shot photography for the first time. Waltz reflected: “Portofino is one of the most magical places on the planet. Being dressed in a tuxedo, wearing these amazing pieces of art while speeding along the Italian Riviera, I wished for nothing more than to stop time and linger just a little longer.”
One of the world’s leading brands in the luxury watch segment, IWC crafts masterpieces of haute horlogerie at their finest, combining supreme precision with exclusive design. And this campaign certainly reflects that.
To see the story behind the campaign, go to http://www.iwc.com/en/collection/portofino/