IWC saddles up for classic American road trip with guest appearances beamed in by hologram

IWC is heading out on a classic American road trip with a Big Pilot exhibition hitting eight different cities across the country.

The entire show is transported in converted  shipping containers that transform into an exhibition space.

An eye-catching lure is the use of hologram technology that will beam a life-sized projection of IWC CEO Christoph Grainger-Herr and Kurt Klaus, IWC’s former head watchmaker.

Formula 1 fans will also be able to engage with a hologram of seven time world champion and brand ambassador Lewis Hamilton.

The road trip travels coast to coast, starting in Los Angeles on September 23-26 and ending in New York on November 11-14.

• Los Angeles, CA – 23^rd to September 26^th
• Palo Alto, CA – September 30^th to October 3^rd
• 2021 Newport Beach, CA – 7^th to October 11^th
• Scottsdale, AZ – 14^th to October 17^th
• Miami, FL – 21^st to October 24^th
• Charleston, SC – 28^st to October 31^st
• Houston, TX – 4^th to November 7^th
• New York, NY – 11^th to November 14^th