IWC SCHAFHAUSEN NY FLAGSHIP LAUNCH - 2012
In Apr, 2012, IWC opened its largest flagship in the world. The aim was clear: to give the luxury watch brand's worldwide customers a front row seat to the opening, behind the scenes access the celebrities and activities during the event, and to create compelling "hooks" to ensure sales and customer relations started immediately.
Coincidentally, legendary fighter Muhammad Ali was about to have a major birthday. In honor of this great occasion- IWC created a special edition watch, and a full scale content platform against it online, and for an event launch that would live far beyond opening night and continue to drive traffic for 30 days. To this end, I built a full fledged content program leading up to our opening on April 25, 2012, and ending one month after the opening. We summoned the photographer who saw it all in the glory years - Howard Bingham. All content created surrounding his work, including a video, and an exclusive exhibition of his work for the NYC flagship. View the video HERE.
We ended up even creating a second program together - called GLOBETROTTER - which drove another major spike two months later. This was an online and event content platform - which was so successful, it was duplicated with the later Shanghai and Rome openings.
The IWC NY Flagship is considered the most successful in the company's history. To this day, the boutique is a leader in sales worldwide. All employees welcomed the results with great personal satisfaction because they were involved in the process.