IWC Schaffhausen Showcases Its Watchmaking Expertise at Watches and Wonders Shanghai 2023

On September 13th, the third "Watches and Wonders" Shanghai Exhibition opened at the West Bund Art Center in Shanghai. After two previous editions characterized by excitement and consolidation, the 2023 edition of the "Watches and Wonders" is smaller than before, such as the exhibition's size, the number of visitors, and social media attention. However, the overall quality has increased, especially evident in the attendees: more brand headquarters staff were present, more specialized content media provided in-depth coverage, and more seasoned collectors came with clear objectives. This signifies that this exhibition has truly become established and taken root in the Chinese market, allowing it to begin pursuing "quantity" and "efficiency" while building on a foundation of a discerning audience. In this context, the ability of participating brands to plan and execute a comprehensive marketing event becomes crucial.

In line with the grand and luxurious brand night and the concise yet substantial exhibition area, IWC Schaffhausen (hereafter referred to as IWC) successfully accomplished this task. 

On the opening night of the exhibition, IWC hosted a brand night with the theme "Engineering for Eternity" at the 1862 Fashion Art Center, an iconic landmark in Shanghai. The opening performance featured a dance portraying the work scenes of the brand's watchmakers, serving as an ode to engineering craftsmanship and the spirit of artisans. Nine large screens at the event not only created a strong atmosphere but also used videos in conjunction with presentations by the brand's top executives to vividly showcase IWC's development journey from over 150 years ago to the present.

After the show, Christoph Grainger-Herr, CEO of IWC, and Christian Knoop, Chief Design Officer at IWC, shared fascinating insights into IWC’s history, areas of watchmaking expertise and iconic collections. Among the more than 200 VIP guests attending the event were celebrities like IWC Brand Ambassador Ruoyun ZHANG, friend of the brand Tian QIU, as well as famous actors Yang WANG and Celina JADE.

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