Next week, luxury Swiss watchmaker, IWC Schaffhausen, will kick off a worldwide omnichannel advertising campaign with actor Bradley Cooper. This is the first time that the Swiss luxury watch manufacturer has produced such an extensive on and offline campaign with a single ambassador.
Shot in the desert outside Los Angeles, the campaign features strong imagery such as Cooper on a motorbike in front of a vintage aeroplane. It underscores IWC’s appeal to free-spirited individuals who dislike borders and limits and are eager to take on challenges instead.
The co-star of the campaign is the IWC Big Pilot’s Watch Edition “Le Petit Prince” on Cooper’s wrist. With a case diameter of 46 millimetres, this timepiece features a characteristic blue dial, which has become the trademark of IWC’s special editions in tribute to Antoine de Saint-Exupéry’s most famous literary work. The watch is powered by the IWC-manufactured 52110-calibre movement, featuring an efficient Pellaton automatic winding system with ceramic parts.
With the help of two barrels, it builds up a power reserve of seven days and its soft-iron inner case provides optimal protection against magnetic fields. At the Salon International de la Haute Horlogerie (SIHH) held in Geneva in January, IWC Schaffhausen welcomed Cooper as a new brand ambassador and is now strengthening the partnership with this comprehensive marketing campaign.
The four-time Oscar nominee is no stranger to the IWC brand: “I have been wearing IWC watches for the past 15 years. When this collaboration was proposed and the idea of the campaign came up, it made sense and I was excited by the creative. I was happy to help bring Christoph’s vision to life,” Cooper said in a statement.
With a strong personality and character traits such as a pioneering spirit, confidence and vitality, Cooper perfectly embodies IWC’s core values. “With this campaign, we continue to develop the emotional storytelling around our brand. We could not have imagined a better partner than Bradley to present our high-quality mechanical timepieces, such as our Pilot’s Watches, to a growing and global audience,” explained Christoph Grainger-Herr, CEO of IWC Schaffhausen.