00:21Mechanics aside, the number one reason why somebody's going to buy a watch is because
00:24they like the way that it looks. Here at IWC there are six different watch
00:27families, some of which are designed for an active lifestyle, some of which are designed
00:31for more classical office-based lifestyle. In this webisode we're going to address what
00:34style has to do with buying a watch.
00:41Design and functions are closely related. When designing a watch, the function and the
00:45design of the watch come all together. So if you have a watch that is an elegant timepiece
00:49like a minor repeater, you would want to have a material that is elegant, that has some
00:53refinement. If we have for example a Portofino that we just launched last year, it's a very
00:57elegant watch. We have very nice leather straps on it from Santoni and the watch is just the
01:02perfect elegance. Let's say you have a diving watch, you want to be able to see it in the
01:05darkness. Like on the aquatimers, you have some colours and high contrast so that you can
01:09see it in any condition. If you have a flying watch, you have to be able to see it at
01:14a glance,
01:14just quickly looking at your dial. It's very easy to read because the hands are quite white
01:19and the black contrasts very well.
01:26What we decided to do was to basically build a cockpit mock-up. We wanted people to have that
01:31idea and that experience of actually going into the cockpit and having a little glimpse
01:35at what it would be like to actually be in control of this kind of machine. So this is a
01:40very powerful
01:40image that obviously represents the complexity that goes into watchmaking, the complexity behind the
01:45engineering that IWC is all about. I think that's so unique about IWC. It's not just about the
01:49functionality of the instrument, but it is that whole world that it invokes.
02:00In 1984, we brought the first ceramic watches and this was really an iconic watch. It's much lighter
02:06than stainless steel, so it makes the watch lighter. It makes the watch unscratchable. We brought the
02:10first titanium watch on the market. The idea was at the time to have a sporty watch that was very
02:14light.
02:14If you do a lot of sports, you want to have a watch that you can take any time and
02:18not have to worry
02:19about. But going to work, I prefer to have something more elegant. So we have actually watches for all people.
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