HOT 100 2013: Simon Chambers, IWC


As brand director at watch powerhouse IWC, Simon Chambers has to keep the bigger picture in view.

He does so very successfully, briskly tracking the company progress and trajectory in one muscular statement. “We have moved from a local brand to one with global relevance within the last 10 years, which has been an exceptional achievement,” he says. “Within the next 10 years our aim is to become an iconic brand.”

That, when you think about it for more than a sweep of the second hand, is a serious ambition. Simon says that this will be achieved through both an enhanced customer experience and the development of the company’s manufacture.

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This process has taken a step forward both last year with the relaunch of the Pilot collection and again this year, with the embarkation of the Ingenieur collection.

In order to generate the best possible traction from these launches, Simon has taken PR and marketing in house.

“We now have a 100% focus on this area, which is crucial and gives us full responsibility for our messaging.”

New UK-based marketing initiatives include two tie-in experiences with the Mercedes AMG Petronas F1 team. First off IWC will recreate the F1 exhibit from its SIHH stand, including the MAP F1 simulator, in Selfridges’ Wonder Room during the weekend of the British Grand Prix. The second will be the IWC lounge at Carfest South, at Laverstoke Park in August, showcasing the three motorsport stories associated with the new watch collection: racing, heritage and technology.

Simon is incredibly focused. But he is also multi faceted. He’s a Manchester City-supporting family man with a passion for white Burgundy. And he is very keen to share the credit for his Hot 100 nomination. “It’s always nice to be nominated, however it’s the people in the team who deserve the recognition as this wouldn’t have been possible without their commitment,” he says, keeping that bigger picture safely in focus.


IWC UK brand director Simon Chambers was a CMJ Brand Champion in the WatchPro Hot 100 2013 in association with The Company of Master Jewellers. To read a digital version of the book in full online, click here.

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