“We’ve now even installed, in our Schaffhausen headquarters, a content room,” says Ms. Franziska Gsell, Chief Marketing Officer of IWC watches. “Pinning up our content plans for the entire year and across all our markets helps us to keep an eye on everything.”
But it is what is necessary in order to deliver a clear, consistent and coherent message across multiple channels, in multiple localities to an audience, which is as varied as the sheer number of Ben & Jerry’s ice cream flavors. Okay, apparently, there are no more than 40 varieties of Ben & Jerry’s flavors out in the market at any one given time, but you get the pint — I mean, point.
IWC Schaffhausen was probably one of the very first names in the watch industry to have taken on the online sphere with such great intention, paired with intense conviction — that this is the way to the future. But the brand’s sensitivity towards the need to be culturally relevant is not something of a fresh revelation.
From the 1986 movie, Top Gun to the highly-acclaimed Netflix original, House of Cards of recent days, IWC’s game book for intelligent visibility will soon become the instructional manual for future marketers in the watchmaking industry, if it hasn’t already.
Today, it can be said with a great amount of confidence that IWC’s visibility and audibility across multiple online and social media channels is unquestionable. It’s come to a point where even if all the brand does is scratch the surface, it creates a crater on the ground.
And just late last year, in 2016, IWC took yet another leap that had many scratching their heads. This was, of course, the brand’s foray into e-commerce in partnership with e-retail sites, Net-a-Porter and Mr Porter. As we stand here and now, a quarter into 2017, IWC Schaffhausen stands to testify that yet again the game plan in play has worked out remarkably.