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In 2019 IWC Schaffhausen used a vintage Spitfire and brand ambassadors like Bradley Cooper and Dev Patel to introduce the redesign of its Spitfire collection of pilot’s watches. But the “time has passed” for such events, said Christoph Grainger-Herr, the company’s chief executive.Credit.Eamonn M. McCormack/Getty Images for IWC
By Victoria Gomelsky
Feb. 10, 2021
In January 2019, the Swiss watchmaker IWC Schaffhausen invited 800 guests to a Geneva convention hall staged as an airplane hangar to celebrate the redesign of its Spitfire collection of pilot’s watches. A vintage Spitfire was part of the spectacle, as were some the brand’s star ambassadors: Bradley Cooper, Rosamund Pike, Dev Patel, James Marsden and Sonam Kapoor.