![](https://thinknewsbrands.com.au/wp-content/uploads/2021/06/IWC5.2.png)
Case Studies
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.
![](https://thinknewsbrands.com.au/wp-content/uploads/2021/06/IWC3.jpeg)
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.
![](https://thinknewsbrands.com.au/wp-content/uploads/2021/06/afr_watch-750x750-1.png)
![](https://thinknewsbrands.com.au/wp-content/uploads/2021/06/IWC3.jpeg)