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Deep Dives

IWC Schaffhausen x The Australian Financial Review

The Brief

When luxury Swiss watchmakers IWC Schaffhausen opened a flagship boutique in Sydney, the brief was to ensure their brand was top of mind with the city’s key business decision makers – by delivering a launch message that no other watch could match.

The Execution

Harnessing the affinity the Australian Financial Review has with Sydney’s business elite, a bold, targeted print stunt was created to put the new store top of mind.

The stunt featured an eye-grabbing, oversized cut-out of an IWC Schaffhausen watch wrapped around select copies of the newspaper distributed in the CBD.  

Die-cut to emulate the actual watch at scale, the execution surprised and delighted readers who had to interact with the product to access their daily read, creating a key moment to reflect upon the brand’s innovation, bold design and craftsmanship

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