IWC looks to shed its male-oriented image with celebration of ladies’ Da Vinci watches at Harrods

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It would be wrong to say that IWC Schaffhausen has an image problem with ladies, but it is perceived as a mainly men’s luxury watch brand.

That is an image the Richemont maison intends to change this year, as visitors to SIHH in January will have noticed as they were dazzled with a showcase dedicated almost entirely to IWC Da Vinci watches tailored for ladies.

Fine watch customers at Harrods are getting the same message this month, as IWC devotes a pop-up exhibition to the 2017 Da Vinci Collection.

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“With the new Da Vinci collection, we are consciously trying to anchor the brand in the minds of women, who account for a significant proportion of watch lovers. Here in Schaffhausen, the company has been manufacturing watches for women since the very beginning. In that sense, we are remaining true to our heritage,” says Franziska Gsell, CMO at IWC Schaffhausen.

The highlight pieces — the Da Vinci Automatic in red gold with 54 diamonds, the Da Vinci Automatic 36, and the Da Vinci Automatic Moon Phase 36 — are engraved with the geometric “Flower of Life” that fascinated Leonardo Da Vinci with its mathematically intriguing intertwining circles.

As part of the IWC Harrods pop-up, a kaleidoscope photo booth is installed in the centre of the fine watch room where people can take a photograph of themselves with the geometric elements of the intertwined “Flower of Life” design being reflected back.

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