IWC sells customizable timepieces direct to consumers from

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IWC’s recently appointed chief executive Christoph Grainger-Herr is bringing a youthful eye to the brand that is translating into fresh innovations in the brand’s 150th anniversary year.

Mr Grainger-Herr, who joined IWC in 2006 and was promoted to the role of CEO a year ago, has unveiled an online personalisation service that allows customers to design their own version of the Ingenieur Chronograph.

In one move, he has planted a flag in the fertile soil of ecommerce, customization and direct-to-consumer sales.

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“Luxury products are not only beautiful and of outstanding quality and craftsmanship, they are also highly personal. The new IWC configurator allows our clients to choose from a selection of materials, dials, hands and straps/bracelets to create a wide range of different styles and a uniquely personal watch – perfectly finished with a personal engraving. All this directly on anytime and anywhere our clients choose,” Mr Grainger-Herr says.

The configuration tool, which launches initially on in the USA, helps customers to design their timepiece by choosing different case materials, dials, hands, straps, and back engravings.

Real-time 3D rendering technology means that every configuration can be previewed on screen before ordering.

The company has also developed a Style Visualizer that puts the customized watch on the wrist of a model in different outfits in order to make sure the timepiece fits the personal style of its future owner.

Every timepiece is built to order and tested by IWC in Schaffhausen, Switzerland, prior to delivery to an address in the US, or it can be picked up at an IWC Boutique.


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Rob Corder

The author Rob Corder