Content Production


Strategic Partnership


Creating buzz around the limited IWC Big Pilot focus product with its rich history of heritage & brand values digitally and with extension to our GATEZERO shop at Zurich airport, where the designs will take the center stage.


Inspired by the main elements behind the story and aesthetics of the new Big Pilot watch, we brought the Mojave Desert to our studios to craft the right visuals through it to our target audience. In studio we staged a desert experience through a minimal sand base, colors and lightings . TOP GUN is about pilots - inspired by that we extended the digital element to a landing at GATEZERO.


For its installation in the GATEZERO store, Highsnobiety and IWC are teaming up to create an experience that evokes the landscape represented by its new Big Pilot’s Watch Perpetual Calendar TOP GUN Edition “Mojave Desert”. The accompanying campaign video and photoshoot will draw inspiration from China Lake and IWC’s storied history as a watchmaker spanning centuries. The in-store product display will feature IWC’s timepieces as well as a video and sculptural installation that takes you right from the Zurich airport and drops you off in the Mojave Desert, no travel necessary. In order to try on watches, appointment scheduling at IWC mono brand stores were made possible. IWC took over the central space of the store with an installation that pays homage to the brand's rich history while also celebrating one of the newest additions to its catalog.


The in-store display showcased IWC timepieces, a video, and sculptural installation that transported visitors to the Mojave Desert. Despite the main goal of brand awareness, 3 watches were sold. The digital campaign was highly successful with strong audience engagement and interest in the story, which translated to high traffic on the website. IWC's collection is highly desirable to early adopters, and the positive response on social media and highsnobiety.com indicates the campaign successfully created excitement and desire within the community.