Lewis Hamilton And George Russell Appear Together In IWC Schaffhausen’s New Performance Chronograph Campaign

Pilot’s Watch Performance Chronograph 41 AMG © IWC Schaffhausen

on November 15, 2023

1 minute read

To accompany the launch of the new Pilot’s Watch Performance Chronograph 41, IWC Schaffhausen is presenting a global advertising campaign featuring seven-time Formula One™ World Champion Lewis Hamilton and his teammate, George Russell. For the first time, both IWC brand ambassadors appear alongside each other in an IWC short movie. In the video, the Mercedes AMG PETRONAS Formula One™ Team drivers are on their way to the upcoming race in Las Vegas when they stop at a specially designed IWC boutique to collect their new watches

On the occasion of the upcoming Las Vegas Grand Prix™, IWC Schaffhausen is launching a new collection of Pilot’s Watch Performance Chronograph 41 models. These watches in titanium and Ceratanium®, which feature tachymeter scales and highly intricate dial designs, are dedicated to IWC’s motorsport partners Mercedes-AMG and the Mercedes-AMG PETRONAS Formula One™ Team.

George Russell © IWC Schaffhausen — George Russell wears the Pilot’s Watch Performance Chronograph 41 © IWC Schaffhausen

The new Performance Chronograph advertising campaign marks the first time the two drivers make a joint appearance with IWC. In several short video clips, Hamilton and Russell are shown on their way to Las Vegas, where they are to compete in the F1TM race. They stop at a specially designed IWC boutique and ask for their new watches. A saleswoman operating a futuristic ordering system then hands them a watch box with the new Pilot’s Watch Performance Chronograph 41.

The boutique’s design draws on the stylistic elements of Googie architecture, which was popular in the United States from the 1940s to the 1970s. It was influenced by car culture, jets and the space age and often used for roadside businesses such as gas stations, motels and diners. These elements are blended with icons of American pop culture like a jukebox and science fiction-like retail technologies. The resulting timeless, exhibition-like space is a charming tribute to American “diner culture” and a lifestyle dedicated to the love of cars and personal mobility.