IWC ramps up omnichannel presence with interactive VR experience


Watchmaker IWC Schaffhausen has expanded its business operations beyond reality with its latest omnichannel advertising campaign.

As a part of its current international campaign, IWC is releasing an interactive virtual reality (VR) movie.

The fully-immersive VR experience, which was developed in collaboration with Google Spotlight Stories, allows viewers to embark on a motorbike ride to the Mojave Desert in California. The decisions they make along the way will influence the outcome of the story.


Franziska Gsell, CMO of IWC Schaffhausen, said: “Being the storytellers of fine watchmaking, we always strive to be at the forefront when it comes to leveraging new technologies to enrich our brand and products emotionally. With the launch of an interactive VR story, we once again underscore our role as a pioneer in luxury goods marketing, and deliver on our promise to create exciting content for watch lovers around the world.”

This marks the first time that a live-action VR film with such a high level of interaction has been released on Google’s Spotlight Stories platform.

The VR experience was produced using 360-degree filming technology during a multi-day shoot on location, and in close collaboration with the VR specialists at Google’s headquarters in Mountain View. It can be viewed as a 360-degree movie on any smartphone after downloading and installing the Google Spotlight Stories app.

The full VR experience can be enjoyed using a cardboard VR headset, or a VR viewer like Google Daydream.

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