IWC, an iconic Swiss watch-brand from Richemont Group, has been around for 150 years and celebrations are on around the world to mark this historic milestone. At a sumptuous brunch set on the terrace of a five-star hotel in Delhi on a bright sunny day, IWC brought some of its best watches and well-heeled connoisseurs together with brand ambassador Sonam Kapoor as a special invitee.
Vishawatch caught up with Mehdi Rajan, Brand Director for Middle East, India and Africa on this occasion. According to Rajan, IWC has been popular among Indian buyers for quite some time. “IWC has been in India for many decades and Indians have been buying IWC for a very long time and not just here, but even while travelling,” says Rajan who has been handling with the brand for the last five years.
However, in the last couple of years, the brand has strengthened its marketing and distribution in the country for more visibility and to establish a direct connect with buyers here. “Some time ago we felt the need to localise our presence. Which is why we set up a local office and team. There was a need to focus on deeper level of partnerships with our distributors,” adds Rajan. The brand is celebrating 150 years with 29 select limited edition pieces. “Business is doing very well all over the world and particularly thriving in India,” he added.
In order to enhance brand awareness, IWC has upped it spend on marketing, publicity and distribution. “We have made lot of investments in India and our retail partners are doing a great job.” Earlier this year, IWC had launched a new advertising campaign with Hollywood actor Bradley Cooper. IWC has also upped its game in terms of enhancing its visibility at airports and in the digital world.
“Digital and social media has been the focus for the last few years. It is a great way to connect with people and spread awareness. And the other way to get the attention of travellers is airports,” added Rajan.