IWC Schaffhausen is a brand of international repute creating masterpieces of haute horlogerie that combine precision and design, driven by a passion for innovation and invention. This year, the brand celebrates the 75th year of the Portugieser (Portuguese) watch family. The watches in the Portugieser collection, which boast innovative features and attractive technological and design changes, were presented at the Salon International de la Haute Horlogerie (SIHH) 2015. The main attention-grabber was a gigantic 3-D watch case from this collection. Georges Kern joined the Richemont Group in the year 2000 and in 2002, he became the youngest CEO within the group, when he joined IWC Schaffhausen. Excerpts from an interview with Georges Kern:
On the brand
IWC is not a consumption brand, but a brand to cherish and enjoy. We have two introductions this year: the Industrial Movement Strategy, which is the new manufacturing centre and the launch of two new base movements, which is a milestone for the brand. After 12 years, we now have critical mass to produce movements at various price points.
On new launches at SIHH 2015
Portugieser Perpetual Calendar Digital Date-Month Edition “75th Anniversary”
The designs of the watches in the Portugieser collection are rooted in the brand's values. "Everything changed, but nothing changed” is the perfect description for our new collection. We have reworked all the details to give the product a new look. With our new movement strategy and the centre, expectations are high and we are working to ensure all the movements are made at the centre.
On Apple Watch
We are not affected by the launch of the Apple watch; we are at a different price point and not in the same league.
On IWC in India
As far as India is concerned, we don’t forsee the opening of an IWC boutique, as there are two fundamental problems: import taxes and infrastructure. This clearly means that there is a limited network of retailers. We do hope the retail environment will improve the level of efficiency.
On e- commerce
I was never convinced about e-commerce, because in luxury, the touch, feel and try experience is everything. E-commerce does faciliate the act of buying a product, as you can view it online. But there is a huge grey market online and in such a case, the consumer may end up buying old stock or probably a more recent stock. E-commerce has resulted in a transparent world and therefore it is important for the brand to have a world pricing.
