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Sunday, October 5, 2014

Ezee Chic - IWC Schaffhausen - Portofino Midsize Collection

A Sparkle to the Wrist 

Yet another ad (and watch) to die for - IWC Schaffhausen, Portofino Midsize Collection

The new Midsize collection now makes the Portofino line from IWC Schaffhausen attractive to watch lovers who prefer a slightly smaller and more luxurious timepiece. With the Portofino Midsize Automatic Moon Phase and the Portofino Midsize Automatic Day & Night, two radiant beauties available in seven different versions designed to reflect the timeless elegance of the Italian coastal resort join the Swiss company’s watch family.

Ten different Portofino Midsize Automatic models will be launched in 2014, available with or without a diamond-set bezel. Three Portofino Automatic versions featuring 40-millimetre cases set with precious stones round off the dazzling display.

The Portofino collection has been an expression of understatement and good taste for 30 years. Thanks to its puristic, timeless design, the watch family has established itself as one of IWC Schaffhausen’s most successful families and is equally popular with both men and women. 

Georges Kern, CEO of IWC Schaffhausen, explains the thinking behind the new 2014 Portofino collection: “IWC has established itself as a global brand, and therefore keeps a close eye on what people are wearing when it comes to watches and jewellery, on what trends are developing. What we are currently observing is an increasing worldwide demand for watches set with diamonds.” 

IWC has reacted to this with a subtle development of its classic Portofino watch family, whose brand core remains unchanged: extravagant beauty and timeless elegance. 

“With the Midsize collection, we are making this successful, classic watch line more interesting for customers with slimmer wrists,” explains Georges Kern. “The diamond-set models will appeal to anyone with a preference for wristwatches that combine understated design with a touch of luxury.” 

Portofino Photo Shoot

To mark the launch of the Portofino Midsize collection, celebrated photographer Peter Lindbergh created an impressive series of exclusive pictures, featuring well-known celebrities Cate Blanchett, Emily Blunt, Zhou Xun, Ewan McGregor and Christoph Waltz as well as the models Adriana Lima and Karolina Kurkova in the picturesque Italian harbour town of Portofino. 

It is the second time Lindbergh has created a shoot for IWC Schaffhausen to promote the Portofino, and he has once more managed to brilliantly convey in his work the spirit of timeless elegance that the town embodies. Remaining true to his artistic credo, Lindbergh chose to do the shoot in black and white. The exclusive collection of photographs will travel the world as an exhibition entitled “Timeless Portofino” to mark the launch of the Portofino Midsize watches. First stops in 2014 are the IWC events scheduled for the Zurich Film Festival, the Watches&Wonders watch fair in Hong Kong, the London Film Festival, Art Basel in Miami and an exclusive occasion in Dubai.

The Stars 

Cate Blanchett 
As an IWC Brand Ambassador who is dedicated to the world of cinema and theatre, Blanchett supports filmmakers all over the world and as a jury member handed over the IWC Filmmaker Award at the Dubai International Film Festivals 2012 and 2013. Cate posed for Peter Lindbergh both this year and during the last photo shoot in Portofino in 2010.

Ewan McGregor
Ewan McGregor’s first appearance for IWC was at the SIHH in Geneva in 2012 when he visited the Top Gun-themed Booth and Gala Event. In the following years, the Scottish actor continuously re-affirmed his deep appreciation for watches made in Schaffhausen and for IWC’s engagement in the film industry, be it time and again at the IWC booth in Geneva or on the red carpet at the Film Festival in Cannes. At the exclusive “Inside the Wave” gala event during the SIHH in January 2014, McGregor performed the role of narrator in a colourful and extraordinary on-stage performance designed especially for IWC by Cirque du Soleil.

Christoph Waltz 
Coming from a family with a theatre background, Christoph Waltz became a brilliant and internationally known actor who shares a great interest with the Swiss luxury watch manufacturer: The love of cinema. Hence, it was at no other place than IWC’s “For the love of cinema” event in Cannes in 2013 where Waltz first appeared on IWC’s red carpet and announced his passion for the brand. His esprit and charm, which are always present on screen and in life, are inherently embodied in the IWC luxury watches. This is why the actor was an obvious choice for IWC’s Portofino Midsize watches photo shoot in Italy.

Emily Blunt 
IWC Schaffhausen is proud to welcome Emily Blunt into the select group of Friends of the Brand as of 2014. The British actress is the ideal ambassador for the Swiss luxury watch manufacturer as her subtle elegance and sophisticated style in fashion ideally embody the spirit of the new Portofino Midsize watches.

Zhou Xun 
IWC Schaffhausen proudly named Zhou Xun a new Brand Ambassador at the Beijing International Film Festival 2014. The multiple national and international award-winning Chinese actress and singer represents not only splendid charm and refinement, but as a member of the Young Global Leaders elected by the World Economic Forum 2011 and as a Goodwill Ambassador for the United Nations Development Programme she also stands for dedication and progress. While her great versatility makes her stand out as an actress, she also brings many multifaceted qualities as an IWC Brand Ambassador.

You can find much more about the photo shoot and creating of the ad on the Official IWC site. 

Check out the Portofino Midsize Collection as well, very cool.

I can't stop watching this ad. Absolutely love from first sight.

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