Interview: IWC CEO Georges Kern On The New Da Vinci

The IWC Boss Explains The New Da Vinci Model Line

IWC presented the new Da Vinci models in Florence. In the interview with Chronos -Chefredaktur Rüdiger Bucher, IWC CEO Georges Kern explains what the new line has to offer.
Mr. Kern, where is the new line Da Vinci at IWC? It was important for us that the line is something really new and is complementary to the other five IWC watch families. Above all, we wanted to complete our offer of ladies’ models with the Da Vinci. For ladies, we have already successfully introduced the Midsize models in the Portofino and Pilot’s Watches lines . But we needed an even more complete offer in this area.

Now both the Portofino models and the new Da Vincis are rather elegant watches. Where’s the difference? While the Portofino is also aimed at beginners, the Da Vinci is more focused on a more mature and established audience. In addition, the Da Vinci will be equipped with a men’s automatic model which is missing in the Portuguese family.

Do you see the Da Vinci as a ladies watch? Just as our flight watches are male-dominated, but there are also midsize models, we are more focused on the ladies collection with the Da Vinci collection. These are, however, supplemented by important specialties in the field of Haute Horlogerie, which historically are also associated with the Da Vinci: the perpetual calendar and the tourbillon. For these references, we have specially developed new manufactory calibers and do not simply use the works we use with the Portuguese. I believe that the complicated Da Vinci models will appeal to collectors, especially with the perpetual calendar.

In contrast to the flyers, the Da Vinci, historically, has no clear face – the models that have existed so far are too different. The last relaunch of 2007 brought tonne-shaped models, now the Da Vinci is again round, as 1985. Is this comprehensible to the consumer? We chose the round shape for the relaunch because round watches represent about 80 percent of the market. One must also see how IWC has developed as a brand since 2007: At that time we were much smaller and not as well known as it is today. A niche product like a shape clock was at that time quite reasonable.Today, however, we are striving for a strong presence with the Da Vinci and therefore have to offer a round watch. They spoke of the Da Vinci from 1985, which had developed into a bestseller at the time, and the new models are now visually inspired by this classic. With design features such as the moveable hinge joints, however, they differ significantly from the Portuguese, which moves at a comparable price level.

All women’s models are equipped with mechanical works. Was the quitting of quartz for you self-evident? We have never thought about quartz.

Most watch brands either sell watches with leather straps or watches with metal bands. IWC is the first to meet. Do you want to strengthen the topic of metal strip? Yes. In the past year, we have already developed the pilot watches with solid bands.Also for the Da Vinci we now bring very nice steel bands.

Gallery

Talking with Georges Kern, CEO IWC Schaffhausen, about the …

Talking with Georges Kern, CEO IWC Schaffhausen, about the ...

Source: www.watch-insider.com

Talking with Georges Kern, CEO IWC Schaffhausen, about the …

Talking with Georges Kern, CEO IWC Schaffhausen, about the ...

Source: www.watch-insider.com

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