Changing perception amongst young creatives for IWC.
Luxury watch brands make use of the past more than most, leaning on their origin stories to add meaning to product.
How do you make a brand whose quality craftsmanship has been overshadowed by high profile celebrity endorsements more attractive to a young creative class in the UK?
The Project
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Tell the story of the IWC heritage craftsmanship for a future oriented audience
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IWC has an ageing consumer base and is at risk of losing the perception of heritage and craftsmanship. Creatives care about the storytelling of heritage but want to look forward, reshaping history to build their own legacy.
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Build your own future legacy with the IWC Remember Tomorrow project
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The IWC Time Vault leverages the power of nostalgia to preserve the present and imagine the future of creativity. It invites influential musicians, artists and cultural voices to submit artefacts to be locked away for 25 years giving the creatives of tomorrow the spaces, tools and tech they may need to build their own future legacy at the same time as their predecessors’ legacies are realised.
