IWC Schaffhausen Takes Over Melbourne With Exciting Pilot’s Watch Launch

One of the biggest watch releases of 2021 was IWC Schaffhausen’s refresh of its flagship Big Pilot’s Watch line. Dubbed the Big Pilot’s Watch 43, it’s the purest version of the iconic watch to date: bold, purposeful, finely crafted and deeply distinctive.

The new Big Pilot 43 has quickly proven to be a big hit with fans and has already taken the world by storm… Fittingly, IWC Schaffhausen celebrated the worldwide fame of the Big Pilot 43 with a series of worldwide exhibitions animated, officially tagged #IWCOnTour. After making over 15 stops across Europe, the US and Asia over the past 8 months, the roadshow has finally made its way Down Under, landing in Australia’s style capital, Melbourne.

#IWCOnTour, which has taken over Melbourne’s iconic Federation Square, is unlike anything Australia has ever seen. Interactive exhibits, rare vintage watches, unique stories told by some of Australia’s most captivating designers and athletes… Best of all, it’s entirely open to the public – no invitations needed.

What’s more to Melbourne than savoring a barista-made coffee and perusing horological artwork?

In a nod to the Big Pilot 43’s utilitarian aesthetic, the expansive activation is housed in what look like industrial shipping containers – but those boxy cabins hide high-tech secrets. They tell the story of the Big Pilot Watch, evolving from a functional aviation watch to the cultural icon it is today, and how it inspired creators in the arts, fashion, photography and design.

Lewis Hamilton, Formula 1 world champion and brand ambassador, will be present alongside friends of the local brand, including Emma McKeon, the most successful Australian Olympian of all time, and Guy Sebastian, songwriter- multi-platinum performer, on a “designer wall” inside the exhibition.

The wall will feature short videos – including a few produced in collaboration with DMARGE – telling the inspiring stories of these well-known faces and how the legendary Big Pilot’s Watch has accompanied each of them on their journey to success.

There is also a showcase of historic Big Pilot watches that were flown specially from the IWC museum in Schaffhausen, Switzerland. The exhibition includes Pilot’s latest collection, consisting of the Big Pilot’s Watch 43 and the Pilot’s Watch Chronograph 41, as well as selected limited edition pieces. It’s a dream come true for true watch freaks.

Get up close and personal with IWC’s most exciting and iconic timepieces.

“We are delighted to be hosting our first ever exhibition in Australia at Federation Square and allowing our guests to experience the Big Pilot story in a new and exciting way. We can’t wait for guests to embark on this interactive experience and try out some of IWC’s most famous timepieces, shares Quentin Chalier, IWC Brand Manager for Australia and New Zealand.

The #IWCOnTour roadshow runs from Thursday February 17 to Sunday February 20, 2022 at Federation Square and is open to the public from 12 p.m. to 5 p.m. Thursday and Friday and 12 p.m. to 8 p.m. Saturday and Sunday.

If you can’t make it to Fed Square, IWC has also commissioned an impressive set of hand-painted murals showing the new Big Pilot 43 in Melbourne and Sydney, including a gigantic mural on the corner of Collins St and Elizabeth St, as well as a mural on Gould St, a stone’s throw from Bondi Beach.

Find out more and check out IWC’s intriguing designer stories on their AU/NZ Instagram… And also watch this space here at DMARGE.

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