Swiss luxury watchmaker IWC Schaffhausen knows how to launch a new collection with style! The brand makes good use of the effortless elegance of actress Cate Blanchett plus the sultry glamour of supermodels Adriana Lima and Karolina Kurkova in their latest ad campaign, shot in the romantic Italian waterfront town of Portofino.
There’s nothing like a beautiful woman to sell practically anything, including fine Swiss watches. That’s why IWC has three lovely ladies starring in ads for the new Portofino Midsize watch collection. IWC Schaffhausen has been making the Portofino Collection for 30 years, but is now expanding the line to include watches for those who prefer a smaller timepiece.
Oscar-winning Australian actress Cate Blanchett exudes uncomplicated chic in a black blazer worn over a white shirt with loosely hanging bow tie—and an elegant watch, of course. Sexy Victoria’s Secret model Adriana Lima looks more subdued and sophisticated than usual, posing in a navy jacket dress while staring dreamily off into the sky—and showing off the Portofino Midsize Automatic Moon Phase watch. The third beauty flaunting one of the new timepieces is Karolina Kurkova, who poses on a boat while wearing a blue gown and a simple but eye-catching IWC watch.
These striking images are the work of photographer Peter Lindbergh, who impressed Blanchett with his artistry. The actress raved, “Although I loved portraying the dolce vita of the 1950s and 1960s during the Portofino photo shoot in 2010, I think this year’s experience with Peter Lindbergh was filled with more chic, more intensity, and more passion.”
If these photos look like they should be in a gallery, it’s because they’re part of a touring exhibition called “Timeless Portofino.” After making its debut at the Zurich Film Festival, the collection can be viewed at IWC Portofino Midsize Watch Events at the Watches & Wonders expo in Hong Kong, the London Film Festival on October 7, in Dubai on October 15 and at Art Basel Miami on December 3.
So what about the watches? The Portofino Midsize collection is every bit as noteworthy as the star-studded ad campaign, featuring 17 different versions of three stunning 37mm styles: the Portofino Midsize Automatic Moon Phase, the Portofino Midsize Automatic Day & Night and the Portofino Midsize Automatic. The watches will be available in combinations of stainless steel, white gold and yellow gold, with some models accented by the sparkle of precious gems.
IWC Schaffhausen CEO Georges Kern explained the appeal of the new line. “With the Midsize collection, we are making this successful, classic watch line more interesting for customers with slimmer wrists. The diamond-set models will appeal to anyone with a preference for wristwatches that combine understated design with a touch of the exquisite.”
The IWC Portofino Midsize collection will be priced at $10,800 to $22,100.