A Big Year for the Luxury Sport Watch Featured

The opening of IWC's second boutique in Shanghai wraps up an eventful 2010 for the Swiss watch brand
by 09 November 2010

This has been an eventful year for the Swiss watch brand. After presenting its new Portuguese collection at the Salon International de Haute Horlogerie in the beginning of 2010, IWC launched its book in March, “IWC Schaffhausen, Engineering Time Since 1868.” This was a comprehensive chronicle of the watch brand’s past and present, a fascinating “book within a book” project managed by Manfred Fritz, with imaginative stories about IWC’s six watch families, written by Paulo Coelho and illustrated by Enki Bilal.

And in July, IWC successfully concluded its sponsorship of the “Plastiki Expedition,” led by adventurer and environmentalist Davide de Rothschild. He wore the Ingenieur Automatic Mission Earth Edition “Adventure Ecology” watch as he and his crew sailed from San Francisco to Sydney on a vessel made almost entirely out of plastic bottles. The Plastiki Expedition carried the message of rethinking waste as a resource, reflecting IWC’s commitment to the environment.

There are also other partnerships that distinguish IWC as an innovative and sporty watch brand. It is partnering with the Cousteau Society for their common vision of pioneering spirit, perfection and ecological responsibility. It also supports the Charles Darwin Foundation, which protects the unique wildlife in the Galapagos Islands.

Don’t be discouraged if you missed out on IWC’s auction of the platinum reference of the Ingenieur Automatic Mission Earth Edition “Adventure Ecology”  in August, or the most recent Big Pilot’s watch in white gold, whose proceeds went to help the Qinghai earthquake area. To celebrate the end of the year in style, IWC is presenting four numbered collections: the Portuguese Automatic Limited Edition for Republic of China 2011, the Big Pilot's Watch Perpetual Calendar Limited Edition 2010, the Aquatimer Chronograph Edition Cousteau 2010, and - just for the Asian markets - the Portofino Automatic 2010 Special Edition Tribute to Asia.

Not only can you shop for these limited editions in IWC’s world flagship in 1881 Heritage, Hong Kong, you can also enjoy shopping in IWC’s new store on 804 Huai Hai Road Middle in Shanghai. At this boutique, you can preview the new Portuguese collection and the Da Vinci Chronograph Ceramic from SIHH 2010, while enjoying the same sophisticated shopping experience as in Hong Kong.

Read related articles:
IWC, the extraordinary story of a luxury watch brand
Breaking the Waves with IWC
New Trends in Watchmaking at SIHH 2010

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