Lewis Hamilton revs into IWC Selfridges pop up


IWC Schaffhausen welcomed its new brand ambassador Formula One driver Lewis Hamilton to the launch of its two-week pop-up exhibition in the Selfridges London Wonder Room this morning.

Hamilton was joined by Mercedes AMG Petronas team principal Ross Brawn at the opening of the Swiss luxury watch manufacturer’s exhibition, which marks IWC becoming the official engineering partner to the Mercedes AMG Petronas Formula One Team earlier this year.

The IWC exhibition at Selfridges celebrates the remodelled 2013 IWC Ingenieur watch collection, as well as the new partnership with the Mercedes AMG Petronas Formula One Team.


Visitors to Selfridges in London, can expect to see the Wonder Room’s concept store being transformed into a virtual wind tunnel. IWC is aiming to provide the public with a behind-the-scenes look at the synergies between watches and the automotive sector.

IWC chief executive Georges Kern said: "The engineers who work within our two companies have many things in common. They share a passion for precision technology and innovation. They are the heroes behind the scenes: their craftsmanship and expertise with high technology lay the foundations for our success.

"Their pioneering spirit and know how push the boundaries of mechanical engineering and continuously redefine the achievements of precision technology. And together we have a name for this untiring quest for perfection: performance and engineering."

Also commenting on the partnership, Brawn said: “Both IWC Schaffhausen and Mercedes AMG Petronas place great importance on precision engineer¬ing. Our partnership reflects this and highlights our shared commitment to pushing boundaries – both in motor racing and watchmaking.”

A watchmaking aficionado, Hamilton said he recongises the similarities between his profession and IWC watches.

He added: "I love wristwatches and it seems to me that those made by IWC have a lot in common with Formula One drivers – they’re unique, high-performance watches and are among the best in their field.”

Selfridges’ Wonder Room will house the IWC pop-up exhibition until 7 July, 2013.

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