IWC Interview
- 1. 76 U |August 2015 IN THE LAP OF LUXURYBy CELINE ASSOUAD Our Editor sits with IWC Schaffhausen’s Regional Brand Director - Karoline Huber - to discover all about the exquisite Portofino midsize collection and the brand’s fascinating endeavors. W ith a clear focus on expertise and improvement, the Swiss watch manufacturer IWC Schaffhausen has been producing timepieces of lasting value since 1868. The company has gained an international reputation based on a passion for innovative solutions and technical ingenuity. Catering to watch lovers who prefer a slightly smaller timepiece, the Portofino collection is characterized by simple timeless designs that have made this watch family become one of IWC Schaffhausen’s most triumphant. U:Tellmeabitaboutthecollection. C.A: IWC was founded 150 years ago. We’ve had six very distinctive product families ever since. One of these product families is the Portofino collection, which saw the light of day inthe1960’s U:WhythenamePortofino? C.A: It is inspired by the Portofino lifestyle. Grandly by the blue skies, the turquoise water, the easy living, Bellini, the sun, the rooftop terrace, the ice cream and anything that we love about Italy – specifically about that little area. The way that translates into timepieces is really the fact that it is easy to wear. It is the easiest timepiecetowearinourportfoliobecauseitgoes withanythingforanyoccasion. U INTERVIEW
- 2. August 2015 | U 77 U:Canyoudescribeitsaesthetic? C.A: We have the rose gold and white gold models. From the Portofino Midsize collection comes a unisex collection. Some come with enlarged face shapes while other come in smaller faces. The aesthetic is rose gold with diamonds on the bezel while the simpler version’s aesthetic contains diamonds on the dial. You get to play with the straps from a range of red, orange, purple and more. You can really dress the watch in whatever way you would like. There’s always this element of easy-to-wear, the element of smallcomplication.Themoonfacedesignonthewatchistheresemblance ofthePortofinolittlevillageandthelifestyle. U:HowisthespiritofthePortofinovillageportrayedinthecollection? C.A: Portofinoisoneofthemostbeautifuldetachedplacesintheworld.It’s like you are entering this little sort of wonderful yet peaceful and rich little suburbthathasinimitabilityduetoitssmallsize.Itisthereasonwhymany Americanmoviestarslovetogotherebecauseitishiddenaway.Thisiswhy thenamewaspickedforthecollectioninordertoreflectitsexclusivity. U: What makes the Portofino midsize collection different from other collections? C.A:Thespirit.Moreover,intermsofdesign,itistheonlyfamilytodatein which we are using the Mother of Pearl and the only family where we are usingdiamonds. U:WhowearsthePortofinoMidsizewatch? C.A: Somebody who is very elegant, distinguished, refined with a very strongpersonalityandasortofanambitiouscharacter.Therefore,wecame to the conclusion that a person as determined and successful as that would be Cate Blanchett. When you look at the ladies in the store I would say thereisthatpartofCateBlanchettinthembutalsothehousewifepartthat isdevotedtoherfamily.AChineseclienteleisabundantatIWCespecially men. At first it was surprising for us since in our culture the watch with diamondsisnotnecessarilymasculine.However,accordingtotheChinese culture, diamonds are a resemblance of their health, therefore the more diamondsatimepiecehasthehealthierthemanis. U:AnylimitededitiontimepiecesinthePortofinoMidsizecollection? C.A:It’stooearlyforthat.It’sanewbornbabyandbeforeweteachithowto swimweshouldteachhowtowalk.However,wearemostdefinitelyaiming forlimitededitionssincetheyarealwaysvaluable. U: In your opinion, what is the most important feature in a luxurious watch? C.A:Itisveryindividual,itdependsverymuchonwhatonelikesordislikes. For me, the most iconic complication is the moonphase; I love it because I think it’s very romantic. I also love the way the little stars are hand painted and the way it is diligently crafted therefore it works precisely with the moon. I love it from a romantic and a mechanical point of view. However, otherpeopletellyouthatapowerreserveiswhat’smostimportanttothem. Hence,itisveryindividualopinionbutmyfavoriteremainsthemoonphase. Whileforsomeitisthefeel,forothersitisthecraftsmanship. U:What’sthelabel’smotto? C.A: The one that differentiates us most from all our competitors is the fact that we position ourselves as masculine brand. Thus, the slogan “Engineered for men.” That doesn’t necessarily mean that we are excluding women, actually it evokes the opposite because the more you tell women that something is not made for them the more they want it. Tell us what we can’t have and it becomes what we want most. Moreover, with that prerogative it makes it easy for us to evaluate design very objectively asking ourselves “Is this a complication or functionality that our prototype men will like or doesn’t like?” But in essence, all IWC watches besides the fact
- 3. 78 U |August 2015 thattheyareengineeredformenareallfunctionalandtheirdesignisalways timeless. You will never find a watch that was trendy one summer and out oftrendinwinter.Itisanexpensivepiecethatyoucannotbuyforasummer andthenthrowinthedrawer. U:Whatdoyouthinkaboutwhendesigningthewatch? C.A: We think about a mindset rather than an agenda. You will want something that you will wear three or four times rather than just once. For instance, sophistication and elegance are a mindset and we are designing those watches according to that, rather than focusing on gender. We never do fancy complications on watches that don’t have a purpose. Every manufacture construct has a purpose from the date has to the moon face. It’sallaboutpracticality. U:Whatarethequestionstobeaskedbeforebuyingaluxuriouswatchlike IWC? C.A: The first question that you want to ask yourself is when do you want to wear the watch. Be it for an occasion, or whether you have many watches and you need a casual timepiece for the beach or the tennis then chances are one is looking for a chronograph one. In case you are buying yourfirsteverwatchaftergraduationoryourfirstbonusfromyourjoband would like to reward yourself, you would want to buy something elegant for life, making you want to buy something different from a sports watch. Moreover, if you some have multiple watches already and are looking for a specificcomplicationthenthemoonphasefallsintothiscategory. Inother words, it is first about the occasion or is there a specific functionality that oneislookingfor. U:WhatistheagerangeforIWCwearers? C.A: It starts early at late 20’s and ends late at 60’s. Customers who choose IWC are people who want to go off the beaten track and wear something differentthanwhateverybodyelseiswearingandwanttorewardthemselves. U:Hownecessaryishavingaluxurioustimepiece? C.A: It is essential. I consider it to be a piece of jewelry that differentiates a person. It is something that lives with you; you can feel its heart beat. It is very individual to look at your watch than at your iPhone. It distinguishes thewearerfromtherestofthecrowd. U:Whatdidyoulearnfromyourjourneyinthewatchesbusiness? C.A: It was a wonderful and phenomenal journey but I am still learning from today as there is something new everyday. The three things that I have learned for myself: heritage and culture are basic things in the luxury watch making. The mechanic that we invented a hundred years ago is still as beautiful and fascinating as it was first invented. Thus, that heritage, knowledge and tradition is something that is vital to me and essential. We canlearnfromthatindustryinthatwaywedon’tneedtoreinventthewheel allthetime.Innovationisnotalwaysgood–traditionissometimesofmuch morevalue.ThesecondthingthatIhavelearntisthatthepeoplebehindthe brandareasimportantasthebrandandtheproductitself.I’mblessedwith an amazing team that I work with here in the Middle East; they are always running the extra mile. They are the driving force behind the brand – they aretheoneswhomakeitshineandbright. Lastbutnotleast,Ilearntisthat passionisallthatmatterseventually.IWCwouldn’tbeassuccessfultodayif itdidn’tcomedowntothepassion.ItgoesfortheentireIWCteamandthe AtamianteamhereinBeirutwhoallsharethesamepassionforthejoband with whom we have developed a friendship. I personally wouldn’t want to workforanybrandtowhichIhavenopassionfor.