Why IWC Watches Work With The Tribeca Film Festival — forbes.com

For a couple of years now the Swiss watch maker IWC has partnered with the Tribeca Film Festival to promote cinema and upcoming filmmakers. It is a relationship with continues a trend set by IWC to involve itself in the world of movies and entertainment as much as possible. It might not seem obvious, but this historic maker of pilot and other professional men’s watches is deeply invested in the arts. A good question is why? IWC, like many other older watch companies, never sought to become a luxury company. Their focus was on making quality instruments, until the watch industry fundamentally changed in the 1980s and 1990s into a producer of high-end toys and status symbols for those with the taste and means to afford them. IWC’s professionally geared timepieces embody the spirit of fantasy, offering their customers the ability to feel like they are part of the world of driving, flying, or diving that the watch they are wearing was designed to be a part of. That same type of fantasy is what keeps the movie industry going.

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