For its latest advertising effort, IWC Schaffhausen has tapped familiar faces amongst the fashion industry: Dao-Yi Chow and Maxwell Osborne of Public School.
The designers have teamed with the luxury watch brand on three short videos that celebrate the IWC’s new Portofino 37 collection and feature Chow and Osborne. The collection marks the brand’s foray into women’s timepieces. “It’s true that the roots of the brand are technical, craftsmanship and watches made really for men,” said Edouard d’Arbaumont, brand president of IWC North America. “But we’ve realized over time that our watches are appreciated by both men and women. We are really happy to launch the Portofino 37 collection because it is an opportunity to have a smaller watch for the smaller wrist.
“When you think about it, Public School started a bit like us. They are famous for their men’s wear collection, and a year ago, became very famous with women’s wear, even more with DKNY. When we decided to promote the line, it was a very organic choice to go with Public School because they are true watch lovers and true IWC lovers — you can see IWC watches on the Public School runway each season. It was a very easy choice.”
The three films are defined by three different styles: “Sporty Elegant,” “Professional Chic” and “Nighttime Cool.” Each video, clocking in just over a minute, features short interviews with Chow and Osborne, as well as a model sporting Public School clothing and the Portofino 37 collection.
The videos debut Thursday on YouTube, IWC.com, and both IWC and Public School’s social channels.
View a film from the #IWCxPS series below:
