It was, from the onset, a marriage that in many ways was made in heaven. The Fondation, in turn, would support certain of IWC’s endeavors, especially relating to its interest in aviation and its pilots’ watches. IWC would support the Fondation’s goals of ensuring that the famous Frenchman’s humanist ideas would remain alive. Starting in 2005, IWC entered into a partnership with the Saint-Exupéry-d’Agay Estate whereby the heirs of Antoine de Saint-Exupéry and IWC would collaborate in various ways. Nowhere is that nexus more ably demonstrated than in the relationship between IWC and the Fondation Antoine de Saint-Exupéry.
IWC’s emphasis on creating stories and dreams, consistent with its attractive and technical timekeeping products, has been a core element in its success.
They buy it because it inspires them, because it tells a story.” Indeed, the purchase of any luxury item involves strong emotional underpinnings. As he says, “Today, people do not buy a luxury watch because it tells the time.
Georges Kern, CEO of IWC-Schaffhausen, understands well the unique link between IWC watches and storytelling.
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