Georges Kern loved a celebrity photo call when he was chief executive of IWC, but the brand’s publicity has been more low key since his departure for Breitling.
Star power was back this week with IWC organizing a Talking Big conversation between Tom Brady, the greatest-ever quarterback in NFL history, and Sir Lewis Hamilton, seven time Formula One champion.
The Late Late Show host James Corden brought his irreverent comedy to the chat in which the sporting GOATs discuss the importance of perfect timing in their careers, similar outlooks on life and what they still hope to achieve.
They also speak about their love of mechanical watches and their history, including the revelation that Lewis Hamilton’s first watch cost about £6.
Tom Brady was more on brand speaking about the first IWC watch he bought in the 1990s.
The video has been picked up by news networks in the UK and United States and has been viewed over 35,000 on Youtube.
In February, Brady claimed his seventh Superbowl victory with his new team, the Tampa Bay Buccaneers, and was named Super Bowl MVP for a record-breaking fifth time. Hamilton clinched a seventh drivers’ championship late last year with his team Mercedes and now has more race wins and pole positions under his belt than any other Formula One driver in history.
Together, they are considered two of sport’s Greatest Of All Time (GOAT).