As part of the Salon International de la Haute Horlogerie (SIHH), IWC Schaffhausen invited around 1,000 guests and journalists from all over the world to the launch of its new Pilot’s Watch collection in Geneva. Under the motto Top Gun, guests enjoyed an unforgettable gala evening rounded off with a performance from the legendary Bryan Ferry.

“Our aim this evening was to create an emotional experience for our guests, based on the story of our Pilot’s Watches: a story that started in 1936 with the Special Pilot’s Watch and has been part of IWC Schaffhausen’s DNA ever since,” said IWC CEO Georges Kern, who was the host for the evening. Around 100 international journalists were present as IWC’s prominent friends and guests arrived on the red carpet: Hollywood celebrities like Cate Blanchett, Jean Reno, Ewan McGregor and film director Marc Forster as well as sporting legends Boris Becker, Luís Figo and Zinédine Zidane honoured the Schaffhausenbased manufacturer with their presence at the Top Gun gala event. Singer Ronan Keating, top model Adriana Lima and gallery owner Tim Jefferies also took this unique opportunity to plunge into the world of the Pilot’s Watches.

Palexpo Hall 1 in Geneva’s exhibition complex was virtually unrecognisable. Around 1,000 guests from all over the world gathered aboard the replica aircraft carrier IWC 12. The reason for the spectacular backdrop was the newly launched Pilot’s Watches from IWC, primarily the Top Gun and Top Gun Miramar formations, which are dedicated to the legendary elite flying school. It was precisely this theme that set the tone for the entire gala evening. Check-in was handled by ground crew in white dress uniforms, while other personnel, sporting authentic flight-deck gear, coordinated the evening. Actress Rosamund Pike and singer Aloe Blacc mingled with astonishing interior design. The new Pilot’s Watches from IWC were displayed in a walk-in control tower, which provided them with a perfect setting and an ideal exhibition space.

IWC’s exhibition stand at this year’s Salon International de la Haute Horlogerie is another outstanding achievement: a highly detailed aircraft carrier, which spans 900 m2 and features a command centre structure, flight deck, steam catapult, hangar, flight control and pilot’s locker room. In a relatively small space, IWC succeeds in creating an uncannily authentic atmosphere using specially selected details and decorative elements for the launch of the new IWC Pilot’s Watches. Taking centre stage is a full-scale cockpit section of a modern naval jet, which contains a flight simulator waiting to treat interested visitors to an airborne experience of a very special kind. Naturally, Friends of the Brand like Jean Reno, Ronan Keating, Marc Forster and Arsène Wenger as well as other celebrities were happy to let IWC CEO Georges Kern show them around the fabulous exhibition stand before going off to enjoy the gala evening.

With a clear focus on technology and development, the Swiss watch manufacturer IWC Schaffhausen has been producing watches of lasting value since 1868. The company has gained an international reputation based on a passion for innovative solutions and technical ingenuity. One of the world’s leading brands in the luxury watch segment, IWC crafts masterpieces of Haute Horlogerie at its finest, combining supreme precision with exclusive design.

W: iwc.com

Photos by Andreas Rentz, Dave M. Benett, and The Image Gate/Getty Images for IWC