Lewis Hamilton And IWC Team Up For Big Pilot’s Watch Campaign
Having an ambassador is nothing new. Most of the major watch brands have one or more. However, having an ambassador with a sincere personal passion for the watch brand they represent is rare. Seven-time FIA Formula One World Drivers’ Champion Lewis Hamilton teamed up with IWC in 2013 and hasn’t hidden his affection for the brand from Schaffhausen in both his professional as well as his personal life since. He seems to have a particular preference for their (Big) Pilot’s collection, even owning versions created specifically for him by IWC. That also makes him perfect to be the star in the new global advertising campaign.
“We could not have found a better person than Lewis Hamilton to express the unique character that the Big Pilot’s Watch embodies. He is not only a remarkable athlete but a multifaceted personality driven by passion and purpose, using his voice to speak out. Lewis deserves our deepest respect for his achievements, not only on the track but also as a driver of change. , As we strive to become a more inclusive organization in line with our ongoing commitment to sustainability and responsibility, we are proud to partner with Lewis, who embodies these values on this new campaign,” explains Franziska Gsell, Chief Marketing Officer of IWC Schaffhausen.
Hamilton is shot in a charismatic yet understated way by British photographer Misan Harriman, who also joined the IWC family as brand ambassador. Harriman made a name for himself by being the first black man to shoot the cover of the British edition of Vogue magazine, as well as being one of the most prominent photographers to capture the Black Lives Matter-movement on film. As this is also a cause close to the heart of Hamilton, the two have a natural connection which shows in the images. Harriman captured Hamilton in his own distinct style, casual and personal, which makes this campaign for IWC rather intimate. It shows the man behind the athlete while at the same time displaying a wide variety of Big Pilot’s watches, proving once again that a natural connection between brand and ambassador cannot be beaten.