![]() ![]() He was born Antoine Marie Jean-Baptiste Roger, comte de Saint-Exupéry in 1900 to an aristocratic family. Saint-Exupéry was both a man of dreams and adventure, a writer, poet, journalist, and aviator. Here was a product that distinguished itself not only for its technical elements but also evoked dreams. Evoking concepts of history and adventure of early aviation, here was a series of products that caused watch collectors’ hearts to beat faster. Over the years, IWC produced several other limited edition pilot watches based on the de Saint-Exupéry collaboration, all with a characteristic retro style. The first IWC product of this collaboration was a Saint-Exupéry pilot’s chronograph, Reference IW3717, with a retro style and post-modern elements. ![]() The recurrent themes of aviation and dreams melded together to create very special projects. 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. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |