Announced on June 2, 2024, IWC Schaffhausen will be one of the most visible partners of the highly anticipated film F1, scheduled for release on June 25. The Swiss watch brand, which sponsors a fictional racing team in the feature film, goes far beyond its traditional role as a sponsor to become a true player in the story.
Produced by Apple Original Films and Warner Bros Pictures, the film F1 is undoubtedly the most eagerly awaited film of the summer, and IWC is delighted to be involved. As a major sponsor, the Swiss watch brand is banking on the power of this big-budget film project to showcase its world to the general public.
As a long-standing partner of the Mercedes-AMG PETRONAS Formula One™ Team, IWC is playing a strategic role in the film's launch. But this time, the partnership goes far beyond simply displaying a logo on a single-seater car or a watch on screen. The immersion in the brand's universe is total: on one side, the real Mercedes-AMG PETRONAS team; on the other, APXGP, a fictional team created for the film F1. Ahead of its official release shortly, IWC is preparing the ground.
During the Miami Grand Prix in early May, IWC organised several activations, including an event on a rooftop in the Wynwood district, bringing together figures from the film and the real world of F1. In attendance were actors, drivers and iconic figures from the sport, including Toto Wolff, Mercedes-AMG team principal, and driver George Russell. Guests also had the opportunity to discover the APXGP watch collection, inspired by the film, which was launched at the Watches and Wonders show in Geneva earlier this year.
Another highlight was IWC's presence at the 82nd Goodwood Festival of Speed (an exclusive weekend of motor racing and high-speed track demonstrations reserved for members), where IWC has been the official timekeeper since 2015. Actors Damson Idris and Kerry Condon shared anecdotes from the set, while visitors had the opportunity to see an original race car used in the film and watch a stunt demonstration on the track. A pop-up was also on hand to showcase the brand's latest timepieces.
Immersion in the world of watchmaking
In the role of Sonny Hayes, Brad Pitt tells the story of a former F1 prodigy from the 1990s whose career is brutally cut short by an accident. Thirty years later, now an independent driver, he is contacted by his former teammate Ruben Cervantes (played by Javier Bardem), who is now the boss of a team on the brink of bankruptcy. He convinces Sonny to return to try to save the team and drive alongside Joshua Pearce (played by Damson Idris), the team's new recruit, who has also become his fiercest rival.
IWC is involved in this ambitious film project as much as a simple partner. Producer Jerry Bruckheimer has emphasised that the partnership with IWC allows the film to tell an authentic story, thereby enhancing its credibility. However, the partnership is mainly based on subtle product placement, with each character wearing an iconic watch from the brand: the gold chronograph, Aviator Chronograph Performance 41, worn by Joshua Pearce, and the Ingenieur Automatic 40 with a green dial worn by Sonny Hayes.
En partenariat avec
Partager l'article
Continuez votre lecture
Strategy
IWC Strengthens Ties with Formula 1
On July 2, IWC announced its partnership with the upcoming Formula 1 film produced by Apple, set for a worldwide release on June 25, 2025. A decade after becoming the official engineering partner of the Mercedes-AMG PETRONAS Formula One Team, the Swiss watchmaker is deepening its relationship with motorsport.
Watches & Jewellery
Chris Grainger-Herr, CEO of IWC Schaffhausen: « A Significant Evolution Has Taken Shape Over the Past Five Years »
The recent reeditions of the iconic Portugieser and Ingenieur models have allowed Richemont Group’s IWC Schaffhausen to refocus on its core values. The upcoming F1 film directed by Joseph Kosinski, starring Brad Pitt and set for release in June, is expected to provide the brand with the momentum it seeks.
Newsletters
Cet article vous plaît ?
Inscrivez-vous à nos newsletters pour recevoir les dernières publications et analyses selon nos 4 thématiques: