IWC downsizes with new Midsize Portofino

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IWC has unveiled a chic new diamond-set 37mm Portofino Midsize collection at Watches & Wonders in Hong Kong.

The collection includes the Portofino Midsize Automatic Moon Phase and the Portofino Midsize Automatic Day & Night, available in seven different. Ten different Portofino Midsize Automatic models are also being launched, available with or without a diamond-set bezel.

The collection is supported by three Portofino Automatic versions featuring 40mm cases set with precious stones.

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Goris Verburg, director of marketing and communication at IWC Schaffhausen, said: “The Portofino Midsize collection responds to a current market trend, but at the same time draws on our past. Numerous different variations of watches with smaller cases, diamond­ set bezels and mother­of­pearl dials have been a feature of our company’s 146­year history. For 20 years, most of the Portofino watches we sold were midsize models, and the manufacture of watches set with precious stones goes all the way back to IWC’s very beginning. The new Portofino Midsize models reflect a long tradition and open up a wider international market for the Portofino collection.”

The Swiss watchmaker has drafted in a cast of its movie star brand ambassadors to front the new collection. Cate Blanchett, Emily Blunt, Zhou Xun, Ewan McGregor and Christophe Waltz star in a short film set in the picturesque Italian town of Portofino directed by photographer Peter Lindberg, who also shot the campaign’s still photoshoot which features the actors alongside models Adriana Lima and Karolina Kurkova.

The exclusive collection of photographs will travel the world as an exhibition called ‘Timeless Portofino’, with stops at the Zurich Film Festival, Watches & Wonders, the BFI London Film Festival, Art Basel in Miami and an exclusive event in Dubai.

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