IWC Schaffhausen: The Pilot's collection heads out on tour...

This Summer, IWC Schaffhausen is hitting the road with a brand-new interactive roadshow exhibition celebrating their iconic Big Pilot, and DMR is pleased to be joining this fantastic event in two of the six cities along the route.

We will be joining our friends at IWC over the coming weeks as the immersive experience arrives in Liverpool (27^th July – 1^st August) and Manchester (5^th August – 9^th August).

Housed in specially-converted shipping containers, this innovative 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 it’s iconic Pilot’s watch collection.

Amongst the pieces that can be viewed during the exhibition are new 2021 releases, including the IWC Big Pilot’s Watch 43 and the Pilot’s Watch Chronograph 41.

IWC Schaffhausen: The Pilot’s collection heads out on tour…

As a country with a rich history in aviation and strong ties to IWC, the UK is a fitting location for the first outing of the fantastic new Big Pilot exhibition. Having started out as a functional military watch in the 1940s, the Big Pilot is now one of the industry’s most legendary designs.

The booth has been designed to resemble a shipping container and is packed with cutting-edge technology. IWC hope 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 Chris 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.

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