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.

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