IWC has abandoned the traditional positioning of larger watches for men by strapping supermodel Gisele Bündchen into a 39mm Chronograph for a photo shoot promoting a fresh line of Portofino watches.
It is not as if Ms Bündchen couldn’t have chosen a more feminine size for the main PR visual of the shoot.
The new Portofino collection includes 39mm, 37mm and 34mm models in a range of styles.
The main campaign image shows Ms Bündchen wearing the Portofino Chronograph 39 (Ref. IW391502), a stainless steel watch with a silver-plated dial powered by the IWC-manufactured 69355 caliber movement.
Other watches in the family include the three-hand Portofino Automatic 34 in gold or steel. It comes with a range of dial colors, calfskin straps, and a newly engineered metal bracelet.
There is a range of Portofino Automatic Day & Night 34 pieces, with new take on a moonphase complication at 6 o’clock, plus 37mm Portofinos including three-hand automatics with date or versions with a moonphase at 12 o’clock.
The full-breadth collection comes in various colors, a mix of gold and steel, various dial colours and a range of leather straps or metal bracelets.
Prices start at $5,450 for a 34mm Portofino Automatic in steel on leather strap and top out at $23,200 for a 37mm Portofino Automatic Moon Phase in gold with a diamond-set bezel.
The 39mm Portofino Chronograph worn by Ms Bündchen retails for $7,300.