In today’s fast-paced lifestyle, we often forget to take time and contemplate where we have come from, what we have achieved, and where we are headed. However, IWC Schaffhausen are reminding us to do exactly that with a new roadshow, which reflects on the watchmaker’s 150 years of haute horlogerie.
The IWC Museum Jubilee Roadshow is currently housed at the brand’s boutique in The Dubai Mall, where it will stay until September 30. Containing pieces from IWC’s exclusive Museum Jubilee collection, it’s rare opportunity to see iconic watches that usually inhabit the brand’s museum in Schaffhausen, Switzerland. The roadshow aims to give watch enthusiasts and collectors the chance to experience IWC’s past, present, and future in one location. The luxury Swiss watch manufacturer will be exhibiting four sets of timepieces, which will each highlight the history behind the individual timepieces.
“It is the first time we are hosting such a wide exhibition in Dubai and we feel very lucky that Dubai is one of the stops of the international roadshow,” IWC’s regional brand director for Middle East, India and Africa, Medhi Rajan, tells man.Vogue.me. The collection will present historic pieces from an 1875 IWC Savonnette pocket to a 2008 Portuguese Regulatteur Tourbillon, and 27 timepieces in between. “My personal highlight is that our clients will see historical pocket watches versus the one we launched this year,” adds Rajan. “Clients will see how the brand has evolved since 1868 but at the same time the collection still shows how we preserved our values and design.”
While the roadshow represents a celebration of 150 years of watchmaking, it also nods to IWC’s concentration on technological advancements “Moving forward, we want to keep innovating with different case materials and develop new and functional complications,” continues Rajan. “At the same time, we want to preserve our heritage and stay true to the typical design codes of our brand.”
Those who can’t make it down to The Dubai Mall don’t have to miss out either, with the creation of the IWC Museum app. The downloadable app reveals all about the historic collection, and also acts as an audio guide for those who visit the roadshow.