The watchmaker IWC seeks success in India. The men’s brand is based on women. And gets support from a movie icon.
At the beginning there was a man from overseas. In 1868 Florentine Ariosto Jones laid the foundation stone for the world brand IWC aquatimer chronograph replica . In the then low-wage Switzerland, he had the International Watch Company registered. The goal: production of pocket watch movements for the US market.
The company developed differently. She turned into a quality smithy whose products graced the man’s wrist exclusively. With much advertising effort, the Schaffhauser positioned themselves over many years as the creators of the men’s watch par excellence. The slogan: “IWC – engineered for men”. The advertising media: Boris Becker, Lewis Hamilton or Kevin Spacey.
With movie actress on customer hunt
It took 146 years until the Schaffhauser launched the first women’s collection in 2014. Clothes, handbag, shoes and an IWC: this fits into the image of the brand.
In Switzerland, the It-girl Xenia Tchoumitcheva advertises for the Schaffhausen watchmakers, in India it is the Bollywood icon Sonam Kapoor. Since January, the 32-year-old Haute Horlogerie lends her face. It should make India one of Cheap IWC’s most important markets. The responsible regional director Luc Rochereau speaks of a “fantastic collaboration”.
In India, Kapoor is a Bollywood and social media star. A picture of her with a clock receives several hundred likes on the Indian Instagram channel from IWC big pilot swiss replica . Pictures of watches or men and their precious ones, however, under 100.
Ambitions in India
The Schaffhausers have been active in India for several years. Internally, the market is considered an area of great potential. The goal of IWC iwc ingenieur replica is to make India one of the twenty most important markets. Women play a crucial role as customers. At that time, the first women’s collection met with great interest, says Rochereau. She sold herself “very well”. «We consider it a success.»
Launched in January, the second line is set to push the growth curve upwards with the help of the Bollywood actress, who personifies “talent, elegance and class”. The products are sold offline and online via the Richemont platform Net-a-Porter.
IWC Copy hopes to be helped by the press. “We’ve partnered with the Indian Vogue,” says Rochereau. This includes a major sponsorship of the Women of the Year Award organized by the fashion magazine in Mumbai. Winner: Sonam Kapoor.