Luxury Watch Brand IWC Teams Up With Formula One For Outernet Event

Ahead of the British Grand Prix at Silverstone, IWC Watches hosted an exclusive event at Outernet London. 

Using our Ultra HD wrap-around screens, the Swiss luxury watchmaker took guests on a trip down memory lane and shared defining moments of the friendship between Toto Wolff, Team Principal & CEO of the Mercedes-AMG PETRONAS Formula One Team, and Chris Grainger-Herr, CEO of IWC Schaffhausen. The event also marked the kick-off for the auction of the last available piece of the limited Big Pilot’s Watch Perpetual Calendar Edition “Toto Wolff x Mercedes- AMG Petronas Formula One Team”. The number 50/100 watch is currently being auctioned by international auction house Bonhams, with the proceeds going to Ignite, a joint charitable initiative operated by Mercedes-AMG PETRONAS F1 and Sir Lewis Hamilton to support greater diversity and inclusion in motorsport. On display in the Outernet Runway was the incredible Mercedes-AMG F1 W13 E Performance, the team’s current race car!

During the part of the event in Now Trending, Toto Wolff and Chris Grainger-Herr reflected on their longstanding collaboration and personal relationship. The two have met on many occasions and lived countless memorable moments on and off the racetrack. Commenting on photos projected on Outernet’s giant LED screens, they recalled key moments shared from when they first met in 2017 to the recent launch of the Pilot’s Watch Chronograph 41 Edition “Mercedes-AMG Petronas Formula One Team” in Miami in May 2022. They also recalled the legendary moment when Toto Wolff smashed his headset at the Saudi Arabian Grand PrixTM in December 2021, and his bespoke Big Pilot’s Watch Shock A bsorber XPL successfully withstood a particularly tough blow.

The Now Arcade formed part of the brand takeover, its amazing LED tunnel effect highlighting the story of IWC’s relationship with Formula One.