Much to the surprise (and delight) of jewelry aficionados and F1 fans alike, Lewis Hamilton stepped behind the wheel of his F1 Mercedes AMG Petronas at the Doha Jewelry and Watches Exhibition in Qatar this past weekend. But it was all for play and in support of his team’s sponsor: IWC Schaffhausen. Hamilton showed off his elite driving skills in a Mercedes AMG Petronas Simulator at the Swiss watchmaker’s booth, where he drove laps around a virtual track of the Yas Marina Circuit Abu Dhabi. Visitors to the Jewelry and Watches Exhibition were then able to take the wheel of the F1 Mercedes simulator and see if they could best Hamilton’s time around the track.
The event is part of a campaign by IWC to promote its emerging presence in the region with the opening of its store in the Villagio Mall in Doha. And for F1 fans, perhaps the growing presence of the Swiss brand will also bring more future appearances of Hamilton and his AMG.
