IWC Schaffhausen and Apple Original Films form an exciting partnership

IWC Schaffhausen announces its partnership with Apple Original Films’ “highly anticipated Formula One™ racing feature.”

– It is directed by Joseph Kosinski and produced by Jerry Bruckheimer Films, Plan B Entertainment, and Dawn Apollo Films. Dawn Apollo Films is a production company owned by Lewis Hamilton, seven-time Formula One™ world champion.

– In the film, IWC Schaffhausen will be a sponsor of APX GP, a fictional 11th Formula One™ team on the grid.

– IWC Schaffhausen’s “branding will appear on the front wing and the Halo of the race cars, on the driver’s race suits, helmets, gloves, and team uniforms, as well as in the garage.”

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– Various characters in the film will wear IWC Schaffhausen timepieces from their Pilot’s collection, such as the Big Pilot’s Watch 43 in stainless steel with a black dial, Pilot’s Watch Chronograph 41 TOP GUN in black zirconium oxide ceramic, and Pilot’s Watch Chronograph 41 in stainless steel with a black dial. These timepieces will play the part of official team timepieces for the fictional APX GP Formula One™ team.

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First and Second Image: Big Pilot’s Watch 43 in stainless steel with a black dial. Third and Fourth Image: Pilot’s Watch Chronograph 41 TOP GUN in black zirconium oxide ceramic. Fifth and Sixth Image: Pilot’s Watch Chronograph 41 in stainless steel with a black dial. (This version has a black calfskin strap. A stainless steel bracelet version is also available.)

– This “film is made in collaboration with Formula One™ and will be immersed in the exhilarating and cinematic world of Formula One™.”  It will be filmed in Grand Prix™ locations and during actual race weekends.

– Brad Pitt stars “as a former driver who returns to Formula One™.”  Damson Idris plays his teammate.

– Other cast members include Academy Award® nominee Kerry Condon, Academy Award® winner Javier Bardem, and Emmy Award® winner and Golden Globe Award® nominee Tobias Menzies.

– The screenplay was written by Academy Award® nominee Ehren Kruger.

– “Warner Bros. Pictures will release the film” both globally in theatres and in IMAX in North America on 27th June 2025 and rest of the world from 25th June 2025.

“We are a brand with a long-standing connection to motorsport, so we could not miss out on the opportunity to become a part of this project. We are thrilled that the movie will be shot using race cars on real racetracks, and we cannot wait to see what an incredible experience this will be on the screen.” – Chris Grainger-Herr, CEO of IWC Schaffhausen.

Our Thoughts

Luxury timepiece brands must constantly seek appropriate marketing channels and unique opportunities, given the competitive global landscape they operate in. The nature of these channels and opportunities depends on the individual brands history and DNA, vision, and strategy. These can be at a global and regional / local level.

IWC Schaffhausen’s partnership with Apple Original Films for this upcoming Formula One™ racing feature will appeal to a global horological audience and will further raise their brand awareness across existing and new customers worldwide. Brad Pitt’s character as a Formula One™ driver sporting an IWC Schaffhausen timepiece will surely drive customers to the brand’s boutiques and authorised dealers worldwide.

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