IWC Schaffhausen shoots new YouTube campaign featuring watchmaking ‘legend’

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IWC Schaffhausen has introduced a series of YouTube videos featuring ‘legendary’ IWC watchmaker Kurt Klaus, as part of a new campaign.

The new ‘A Smart Watch and a Half’ campaign uses three new comedic short videos showing Klaus paying an unlikely visit to a generic smartwatch store.

In conversation with a shop assistant, Klaus scrutinises the smartwatches, focusing on a different aspect in each bite-sized film.

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The relentlessness of updates, the brevity of battery power and the at-times baffling nature of user experience are all subtly ribbed.

At the end of each spot, smartwatches are then wordlessly compared to the ease and timelessness of IWC’s Portugieser Perpetual Calendar, which was developed by Klaus himself in the 1980s.

Replicating all the quirks of the Gregorian calendar within a mechanical wristwatch movement, it consists of 80 parts and is easily adjusted using a single crown.

The Portugieser’s mechanical power reserve lasts for seven days and the calendar won’t need a manual correction until 2100, as it automatically recognises different month lengths and even adds a leap day every four years.

Klaus joined IWC in 1957 and continues to be a ‘pioneer for the company’ after six decades.

View the videos below.

Episode 1: User experience:

Episode 2: Power reserve:

Episode 3: Updates:


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Zoe Monk

The author Zoe Monk