The new Portofino Midsize models are groundbreaking because IWC has, up until now, been a totally men's watches brand. For many years their slogan has been "Engineered for men.". Even though watches in the IWC Portofino have included some midsize models for many years, this is the first time that the brand has launched 37 mm pieces designed with women in mind – though this size, as the description 'midsize' suggests – is good for men too.
There are three new 37-mm models in the 2014 Portofino Midsize collection. Pride of place is given to the Portofino Midsize Automatic Moon Phase, made in several versions, but particularly evocative in the model with red gold case and Milanaise bracelet, and a white mother-of-pearl dial. It has 66 diamonds on the bezel, and more as hour markers. The case houses the automatic Calibre 35800 movement, with a power reserve of 42 hours. Other versions include a very attractive feature: leather straps by Italian luxury shoe manufacturer Santoni, in various colours.
The Portofino Midsize Automatic Day & Night is a lovely piece, with a 24-hour day/night display and a fourth hand that provides a second time zone. The Calibre 35700 movement provides a 42 hour power reserve.
The Portofino Midsize Automatic is a 3-hand classic, with time indications and date, available in ten versions, in red gold or steel, and with differences on the jewellery on the bezel. A true classic with its sunburst-finish dial.
IWC Event, Portofino.
When IWC brings its passion, perfection and precision to a place like Portofino, you can be sure of something unexpected. The result was 'Timeless Portofino,' a beautiful photographic exhibition, which will travel around the world for the launch of the new IWC Portofino Midsize line.
In the famous Ligurian village, where celebrities, royals and legends have enjoyed 'La Dolce Vita,' where the sun glitters like diamonds on the water and yachts glide over the deep blue Mediterranean, IWC's CEO George Kern gathered some friends of the brand to capture the feel of 'timeless elegance and understatement.' The result was not a commercial shoot, but beautiful pictures that capture the magic of each moment, the beauty of each person, the perfection of the man behind the objective and the breathtaking ambience of the location. At the end of the first day Peter had taken 8,000 pictures of Adriana Lima and Karolina Kurkova. After three days work, only 60 pictures were selected, ready to show to the world. Through the beauty and elegance of Adriana and Karolina, Peter underlines the fact that IWC timepieces are not only for men, but can also be very feminine and sophisticated, for example with the new mother-of-pearl dials and the diamond-set bezels.
IWC's friends of the brand, such as Cate Blanchett, Emily Blunt and Zhou Xun, are not just ambassadors to a brand that they love and deeply respect: above all, they share its core values. The beauty of the design, the technical aspects of the movement, the heart of the watch, all these things mirror the value of the person who will wear it. Or, as Adriana herself said, "I think that watches reveal a lot about your personality and I am fascinated by how IWC timepieces seem to touch your soul time and again, revealing yet another facet of you. Each watch has a profoundly strong yet graceful presence that leaves a genuine feeling of empowerment."
When IWC decided to organise this photo shoot, for George Kern it was an obvious choice to work with Peter Lindbergh. Peter, who had already worked with IWC in 2010, is not only one of the world's most internationally respected photographers, but also an artist whose work will always tell a story and an emotion. Watching him work is fascinating, as each single shot may be the right one, and each photo will be unique, the eternal portrait of an infinitesimal moment in time. Obsessed by perfection, by every detail. Precision and beauty: this is what links him to the brand, with its traditional and at the same time innovative approach.
Today, the launch of the new Portofino Midsize collection is an important milestone for IWC. It includes three new 37-millimetre models in 17 different versions, and it can be worn by men and women. The versions comprise the Portofino Midsize Automatic Moon Phase, the Portofino Midsize Automatic Day and Night, and the Portofino Midsize Automatic.
They are all superb, and the phrase 'Timeless elegance - Timeless Portofino' fits to perfection!