Image Courtesy of IWC.
SLEEK Does a design process at IWC start with function or with a creative vision?
Christian Knoop For the Engineer collection for example, we deliberately chose the headline “Form and Technology” because we don’t want to follow the traditional interpretation of form follows function; instead, we see form and technology as equally important. As a luxury brand, we attach great importance to aesthetics – and this is one of the key motivations for acquiring a piece. We combine that with very high technical standards, which are rooted in our history. A design process is not always linear but thrives on ideas and inspiration from different areas – from the design engineer to the apprentice, from marketing to the CEO.
SLEEK How is the IWC DNA reflected in the boutiques?
CK The luxury market is incredibly dynamic. Many new watches are well designed, but the difference between just another beautiful watch and a successful product lies in creating a clear identity. That’s why we invest a lot of time refining the IWC brand profile – in products, communication, and boutiques. When you walk along Hamburg’s Neuer Wall, there is one luxury boutique after another. The question is: where do we stand as IWC? We have to do more than just create a beautiful space – it has to stand out aesthetically and bring IWC’s corporate codes to life.
SLEEK In what way are new models influenced by past watch collections?
CK IWC has collections that are sometimes over 80 years old, such as the Pilot’s Watch and Portuguese lines. These began as individual watches and have grown into complete collections. Our task as designers is to find a balance between history and the design codes that define these lines, while at the same time surprising our customers with new ideas, colours, materials, or functions.
SLEEK How does the founding principle of 1868 – combining American product technology with Swiss craftsmanship – live on today?
CK It’s the basis for everything we do. We still use the slogan “Engineers of Fine Watchmaking.” This approach continues to set us apart. When you walk through the manufacturing centre today, you see this combination of technology and craftsmanship: state-of-the-art machines, 3D printing… yet all watch mechanisms are assembled by hand. Technology and craftsmanship go hand in hand.
SLEEK Which areas of innovation is IWC active in?
CK We have defined three areas: calendars and calendar functions, chronographs with stop functions, and performance materials. We are pioneers when it comes to technical materials such as titanium and ceramics, and we have continued to develop them further. We also collaborate with institutes such as the DLR. These areas of innovation give us a clear direction for the coming years and decades.
SLEEK How should an IWC watch feel on the wrist – not just physically, but also emotionally?
CK This is the central question as to why people still choose a mechanical watch today. I could just check the time on my mobile phone, but whenever people make a conscious decision to invest in an IWC, it is precisely this feeling that matters. It’s about what it does to me as the wearer – the fact that I have a watch on my wrist that was made in Schaffhausen, by a traditional company, and handcrafted. These are products with a very strong emotional power, and they appeal to people who appreciate beauty, history, and craftsmanship.
SLEEK What makes IWC’s design DNA so distinctive?
CK We stand for a clear and purist design, but also for large watches. IWC watches have a certain size and legibility – even the ladies’ watches. This clarity, size, and, at the same time, understated, timeless design are what makes IWC special.
SLEEK Are there any specific projects you are planning for the future?
CK There is indeed something in the pipeline. But I can’t reveal too much yet, because it will be launched as a new product next year. It’s extremely exciting; in some respects, the basics are being completely re-examined, with new functions added.