How did you get into watchmaking?
After studying business administration and marketing at the Zurich University of Applied Sciences, I took on my first commercial role in the fashion industry, initially in sales. Before returning to my hometown of Schaffhausen to join IWC, I also served as CEO of a leading Swiss luxury hosiery and knitwear brand (Fogal), and as Marketing Director and Executive Board member of leading Swiss-based international food (Lindt) and beverage companies (Carlsberg). Only then I made my way into the top end of “hard” luxury with IWC.
What does a typical day at IWC look like for you?
It is packed with meetings and a lot of very creative thoughts. I always feel like my day doesn’t have enough hours, which is odd when you work in the watchmaking industry! Normally, I don’t start my own work much before 5 p.m. But after nine years at IWC, I can say it is always fascinating because I deal with so many new topics every day. This is what I love – it keeps my mind fresh and agile.
Right now, what's on the top of your list of things to do?
With Watches and Wonders just over a month away, anticipation is building as we are finalizing the elements of our new campaign. The excitement is palpable as we integrate various components into our booth and unveil the meticulously crafted experiences we have been designing over the past few months. As the countdown moves forward, the culmination of our efforts is finally taking shape, promising an unforgettable showcase of innovation and luxury.
In tandem, our team is diligently overseeing the production of various assets. While a significant portion is already completed, we are still refining over 350 assets, harmonizing colors, narratives, and timepieces like an orchestra.
Simultaneously, my agenda is abuzz with finalizing marketing strategies with different markets. Every week, I engage in collaborative sessions with two to three markets, jointly assessing their marketing plans. This iterative process fosters dialogue and synergy. Following a comprehensive presentation before Christmas, providing valuable feedback, we are now strategizing on seamlessly unifying our efforts to ensure a cohesive campaign across all markets.
Are you currently seeing any trends that you find interesting?
Our scope extends beyond our industry confines; influences from realms like fashion also shape our direction. Social media serves as a vital conduit, offering insights into audience engagement, prevailing trends, and tonal nuances.
As creatives, we wield a profound influence, and our audience embraces our offerings. While our product planning operates on a 10-year horizon, acknowledging the prolonged development cycles of new movements, we need to understand our audiences and how they interact with news and information. This ongoing quest drives our endeavor to remain responsive and relevant amidst evolving landscapes.
With all the latest developments in the world of AI, how are you embracing this new technology at IWC?
IWC is a modern brand with a rich history of 155 years. We like to playfully utilize modern technology and explore new ways to enhance customer experience. We were one of the first watch brands to integrate social media into our marketing, and we announced a major venture into Web3 applications and the Metaverse with our Diamond Hand Club a couple of years ago. This initiative has cultivated an engaging audience, seamlessly transitioning from the digital realm into the physical domain. With AI, we are curious about the different possibilities/opportunities it brings and exploring how we can use – always with the goal of enhancing the customer experience.
The prospects for the future really fascinate me. Contemplating what lies ahead for my 13-year-old son, I am aware that significant transformations await. The evolving job landscape poses a substantial concern, yet it is imperative to adapt and evolve with it. We cannot recoil in fear; instead, we must actively engage in its development and adaptation.
