A few days ago an email from the IWC marketing team popped up in my inbox. Nothing unusual, and like always I had a quick look to see what the brand plans to communicate now. Maybe a new watch, another limited edition, or an update on the Silver Spitfire that is on its flight around the world? Nope, the email was about three videos featuring legendary watchmaker Kurt Klaus… and a smartwatch.
Now for those who do not know Kurt Klaus, he’s the one who co-developed the IWC Doppelchronograph (split-seconds chronograph in English or rattrapante in French), the perpetual calendar module that is still being offered in many IWC watches, and he co-developed the iconic IWC Deep One, a diver’s wristwatch with a built-in mechanical depth gauge. To name just a few of his feats. Anyways, this gentleman (and he’s a real gentleman!) is still connected to IWC and apparently he’s now featuring in three short movies about smartwatches.
Here on MONOCHROME, we do not cover smartwatches. The very reason for starting this website is our love of mechanical watches, how they are built, what they have meant to society, their role in all sorts of explorations (deep sea, mountaineering, and on the Moon) and so much more. But always the beauty of mechanics is what makes our hearts here at MONO beat faster. And that’s not going to happen with an annoying buzzing thing on the wrist that alerts me of another email, WhatsApp, Facebook message or Instagram like. My iPhone does all of that and, believe me, I’m often very happy to be able to turn the darn thing off.
Now before moving on to those videos featuring Kurt Klaus and a smartwatch, I want to remind you of the IWC advertising campaigns of the early 2000s. Remember these?
To me, those ads made me like IWC a lot. Yes, some of these ads were perhaps not so ‘correct’ and they caused some discussions, however, it was also a sign to not always take things too seriously. There’s a sense of humour that really speaks to me and I would love to see more of these ad campaigns. OK, for old-time’s sake, a few more…
And before you’re wondering (or before you’re already in keyboard warrior mode), no this is NOT a sponsored post. This is because I like Kurt Klaus, I like his inventions, and I really like those IWC campaigns. Now seeing a video about smartwatches with the same sense of humour is absolutely great. Hope you will enjoy ’em as much as I did. Here are all three videos and of course, you can also see them on IWC’s Youtube channel.