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IWC Schaffhausen - New Spitfire collection campaign starring Lewis Hamilton

IWC Schaffhausen New Spitfire collection campaign starring Lewis Hamilton

The five-time Formula One World Champion appears alongside a Mercedes-Benz Silver Arrow race car and a Silver Spitfire aircraft.

This film is part of an extensive global advertising campaign revolving around IWC's new Pilot’s Watches. Lewis Hamilton is driving the Mercedes-Benz Silver Arrow W 125 around the Goodwood Race Track, when a Spitfire aircraft overtakes him. He pushes the “stop” button on his Pilot’s Watch Chronograph Spitfire and stops time to admire the Spitfire from different angles. The film ends with the slogan, “I can stop time, but nothing stops me”, highlighting the Formula OneTM star as a man who is in control of his destiny, wearing a watch designed for individuals who require precision to master new challenges.

The new movie is an evolution of the 2017 campaign, which also featured IWC brand ambassador Lewis Hamilton. He used his Ingenieur Chronograph to stop time and halt the Mercedes-Benz Silver Arrow W 196 in its tracks. While the concept remains the same, the addition of the Spitfire brings together the worlds of vintage motorsport and aviation. The relationship between Hamilton and IWC builds on the long-standing and fruitful collaboration between the Swiss luxury watch manufacturer and Mercedes-AMG Petronas Motorsport.

The movie was shot on the Goodwood Estate in the South of England. IWC has strong ties to this country retreat, which has been synonymous with the exhilarating worlds of aviation and motorsports for decades. In 2015, the brand became the Official Timing Partner of the Goodwood Members’ Meeting. Goodwood Aerodrome is also the home of the Boultbee Flight Academy, the first recognised Spitfire flight school in the world, which has had a close partnership with IWC since 2018. Pilots Steve Boultbee-Brooks and Matt Jones will take off from Goodwood this August for the “Silver Spitfire – The Longest Flight” expedition with IWC Schaffhausen as main sponsor.



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With a clear emphasis on technology and development, IWC Schaffhausen has been manufacturing timepieces of lasting value since 1868. Its philosophy, based on a passion for watchmaking, aims to maintain a spirit of indefatigable initiative and impeccable craftsmanship.

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