IWC Schaffhausen hits the road with a brand-new interactive Big Pilot roadshow exhibition.

Housed in specially-converted shipping containers, the booth offers a peek inside the Swiss luxury watchmaker’s world, inviting the public to learn more about the brand’s story and to present some of the newest designs in its iconic Big Pilot’s collection.

The touring exhibition, officially tagged #IWCONTOUR, will travel to six different UK cities (Edinburgh, Liverpool, Manchester, Birmingham, Leeds and London) from 15th July to 7th November 2021. The booth has been designed to resemble a shipping container and is packed with cutting-edge technology. IWC hopes the industrial style and high-tech expertise on display will bring the brand’s story to life.

Innovative new hologram technology will enable a life-sized projection of IWC CEO Grainger-Herr to be ‘teleported’ to each location to welcome guests into the booth. Joining him will be other holograms of Kurt Klaus, IWC’s legendary former head watchmaker, and seven-time Formula One champion and brand ambassador Lewis Hamilton. Each will provide their own interesting insights into IWC.

Hamilton will also feature alongside other brand friends on a ‘Talent Wall’ inside the booth. Starring in short videos, six well-known faces will tell inspirational stories of how the Big Pilot’s Watch has accompanied them as they have dreamed big on their journey to success. Friends featured on the wall include Billy Monger, a racing driver, disability campaigner and challenger; Hayden Cox, a designer and advocate for sustainable surfing; Matt Pearson, the co-founder of Airspeeder; Matt Jones, a world record breaker and IWC Longest Flight pilot; and Misan Harriman, a photographer, creative director and cultural commentator.

As well as being able to find out more from the knowledgeable staff on hand, the public will also be able to take a closer look at some IWC timepieces and even try them on. Amongst the watches on display at the roadshow exhibition will be a selection of IWC’s new editions for 2021, including the iconic Big Pilot’s Watch 43 in a new, smaller design, the Pilot’s Watch Chronograph 41, two new Top Gun models and a Big Pilot’s Watch Perpetual Calendar. Alongside these new editions will also be timepieces from IWC’s much-loved Spitfire and Portugieser collections.

With no invitation necessary, those interested in visiting the Big Pilot roadshow exhibition can attend in each city on the following dates:

  • Edinburgh: 15-20th July
  • Liverpool: 27th July to 1st August
  • Manchester: 5-9th August
  • Birmingham: 19-24th August
  • Leeds: 8-11th October
  • London: 2nd-7th November

After the successful launch of the IWC Big Pilot Roadshow Exhibition in the United Kingdom, it is also expected to tour the Netherlands, the United States and other countries over the coming months.

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