IWC TOP GUN ROADSHOW // 65-67 MEET THE MAKER

IWC X TOP GUN ROADSHOW

IWC Shaffhausen » Big Pilot's Watch 43 Top Gun

Ref. IW329801

WORDS JAI MCINTOSH

PHOTOGRAPHY THOMAS SUMNER

2022 has been the year of IWC Top Gun. We have seen the launch of several new models with striking colours and innovative materials. In addition to launching “Lake Tahoe” and “Woodland” editions in statement-making shades of white and green ceramic, IWC also added a Pilot’s Watch Chronograph 41 Top Gun in Ceratanium® “Jet Black” and the Big Pilot’s Watch 43 Top Gun in black ceramic. Each new timepiece reflects the same hallmark performance and polish of the IWC Top Gun since the Pilot’s Watch Double Chronograph Top Gun was introduced in 2007.

Following the success of last year’s The Big Pilot Roadshow, the touring exhibition began in Edinburgh this June before travelling to London, and then closing out in Manchester this October. The expanded time frame allowed those interested to engage more directly with the brand and afforded greater room to showcase the array of outstanding timepieces within this collection.

Ahead of the event, Grant Wilson, IWC UK Brand Director explained: “After last year’s success, we look forward to bringing the IWC Top Gun Roadshow to key UK cities. With IWC’s strong history of technological advances and innovative materials, we look forward to welcoming watch enthusiasts and the next generation to join us.”

However, at EJ, we also wanted to hear what those at the heart of the event had to say. Craig Jones, IWC expert for David M Robinson Manchester, spoke to us to give us his thoughts following the end of this year’s IWC Top Gun Roadshow:

JAI Firstly, how has the roadshow been?

CJ The Top Gun Roadshow has been a remarkable success and brought even more visibility to the IWC brand. Last year’s roadshow events were fantastic; this year saw more footfall and reached a wider audience for sure.

Key factors in this success being the location choices and organisational skill from IWC to bring a unique aesthetic both from the shipping container design and hit Hollywood film, this generates an even greater brand recognition.

JAI What has the reaction been to the IWC x Top Gun collaboration?

CJ I would say the IWC and Top Gun collaboration has been hugely influential for reaching a larger consumer demographic. The International Watch Company has a longstanding history with Air Forces around the world since the late 1940's. IWC originally produced the Pilot’s Mark 11 for the Royal Air Force in 1948. The first Top Gun reference launched in 2007 and the partnership came into fruition.

To have this historical, aeronautical provenance definitely appeals to an individual looking for a professional, accurate, functional tool watch.

JAI Do you think the success of Top Gun: Maverick as a film has helped the roadshow?

CJ The success of the Maverick film has most certainly helped the Top Gun Roadshow, the postponed release date had everyone eager to watch the film. Of course, the fact it is a superb film massively benefits the collaboration as well.

The product placement for IWC was discreet and understated, fans of the brand can take pleasure in spotting the specific watch references shown throughout the film. The unique IWC Top Gun stopwatch headlined, taking centre stage upon the screen for a moment in a pivotal dramatic scene.

JAI Colour plays a central role in the IWC Top Gun collection. Can you tell me about the use of colour and why it is important?

CJ Colour is very much key to the design brief for Top Gun watches from the original “Jet Black” references, to the newly released “Lake Tahoe” white ceramic and “Woodland” green ceramic watches, to the unmistakable “Mojave Desert” editions in their incomparable, sand-coloured ceramic case.

IWC and the collaboration with the inimitable colour palette specialists Pantone hit the headlines at Geneva’s Watches and Wonders Exhibition in March of this year. The colours selected by IWC have highlighted the fascinating training landscapes of the Top Gun Pilot’s themselves and have been made into a reality by Pantone’s expertise in the language of colour.

JAI Retrospectively, how are DMR and IWC feeling after the event?

CJ Finally, the mood is excellent. After the final roadshow, we felt it was an enormous success once again. Speaking personally from DMR’s perspective, it has again brought new customers to the IWC brand and cemented enthusiasm amongst existing clientele. Here's to many more in the future!

Find out more about IWC and further ranges at davidmrobinson.co.uk