IWC Schaffhausen is hitting the road with a brand-new interactive Big Pilot roadshow exhibition, which will tour two different cities around the Netherlands. Housed in specially-converted shipping containers, the booth offers a peek inside the Swiss luxury watchmaker’s world, inviting the Dutch public to learn more about the brand’s story and to present some of the newest designs in its iconic Big Pilot’scollection.

“The Big Pilot has always appealed to a certain mindset of originality, so it’s incredibly apt that we have chosen it as the focus for this exciting new project. We wanted to take the story of our brand into the wider community, and the UK is an excellent place to start our tour. So many links tie IWC to Britain, not least the Wristwatch Mark 11, a pilot’s watch we produced for the Royal Air Force for almost four decades. We hope the British public will stop by the exhibition, learn more about our brand and try on some of our incredible watches,” explained IWC CEO Christoph Grainger-Herr. 

Innovative new hologram technology will enable a life-sized projection of IWC CEO Grainger-Herr to be ‘teleported’ to each location to welcome guests into the booth. Joining him will be other holograms of Kurt Klaus, IWC’s legendary former head watchmaker, and seven- time Formula One champion and brand ambassador Lewis Hamilton. Each will provide their own interesting insights into IWC.

Hamilton will also feature alongside other brand friends on a ‘Talent Wall’ inside the booth. Starring in short videos, six well-known faces will tell inspirational stories of how the Big Pilot’s Watch has accompanied them as they have dreamed big on their journey to success. Friends featured on the wall include Billy Monger, a racing driver, disability campaigner and challenger; Hayden Cox, a designer and advocate for sustainable surng; Matt Pearson, the co-founder of Airspeeder; Matt Jones, a world record breaker and IWC Longest Flight pilot; and Misan Harriman, a photographer, creative director and cultural commentator.

The touring exhibition, of cially tagged #IWCONTOUR, will travel to two different Dutch cities (The Hague and Rotterdam) from September 3 – 19 2021. The booth has been creative director and cultural commentator designed to resemble a shipping container and is packed with cutting-edge technology. IWC hope the industrial style and high-tech expertise on display will bring the brand’s story to life.

As well as being able to nd out more from the With no invitation necessary, those interested in visiting knowledgeable staff on hand, the public will also be able to take a closer look at some IWC timepieces and even try them on. Amongst the watches on display at the roadshow exhibition will be a selection of IWC’s new editions for 2021, including the iconic Big Pilot’s Watch 43 in a new, smaller design, the Pilot’s Watch Chronograph 41, two new Top Gun models and a Big Pilot’s Watch Perpetual Calendar. Alongside these new editions will also be timepieces from IWC’s much- loved Spit re and Portugieser collections.

IWC On Tour will visit Rotterdam and Den Haag on the following dates:

Het Plein, 2511 CS Den Haag, van 3 t/m 11 september, 11.00 – 18.00 uur.
Holland Amerikaplein, 3072 AP Rotterdam, van 14 t/m 19 september, 11.00 – 18.00 uur.

Guests can book their appointment to visit the IWC Big Pilot Roadshow Exhibition here: (appointment is advised to secure a spot)