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1 August 2021

IWC ROADSHOW: The Journey Continues

By: Jamie McFadden

IWC ROADSHOW: The Journey Continues

In the city in which DMR was founded, known for its vibrant nightlife and world-renowned hospitality, we hosted our friends this week as the IWC Big Pilot’s Roadshow came to Liverpool.

Packed full of exciting opportunities, the roadshow told the story of IWC and their most iconic collection, giving Liverpool ONE shoppers the opportunity to get up close and personal with some of the brand’s latest releases.

As the people of Liverpool settled in to sleep on Sunday evening, a procession of shipping containers made its way through the silent streets headed for Liverpool ONE. In a city with a rich maritime history, such containers typically pass down the River Mersey as they begin their journey around the world, but something exciting was beginning to unfold in Merseyside’s busiest retail complex.

These specially converted shipping containers would come together to form an interactive mobile showroom offering a peek inside the world of one of the most famous Swiss luxury watchmakers and invite the people of Liverpool to see some of the newest designs in IWC’s Big Pilot’s collection.

“Our main focus piece is The Big Pilot… it’s a really iconic piece for IWC.” Joanna Parsons, Head of Sales at IWC UK told The Guide Liverpool. “We have a long history with aviation as a brand and The Big Pilot really encompasses that in one beautiful timepiece.”

The IWC Pilot’s Watch collection has been an important part of the brand’s range since the early references of the 1930s and 1940s. These original pieces laid the foundations of a journey that has continued to evolve, setting technical benchmarks and introducing dial designs that determined the instrument look that has remained characteristic to this day.

Never complacent, IWC’s watchmaking expertise – coupled with their understanding of the world of aviation – has pushed them to continue to develop the collection right up to 2021, with the release of new references at this year’s ‘Watches and Wonders’ event.

The standout release from the 2021 collection, and the highlight of the roadshow zig zagging across the UK, is the IWC Big Pilot’s Watch 43. Resized to a more universally wearable 43mm case, the new Big Pilot’s Watch has already caused a stir with clients of DMR since its release in April. Available in 3 stainless steel variations, with either a black or blue dial, the full collection can be viewed alongside 2021’s other new additions, including the Pilot’s Watch Chronograph 41 and the Big Pilot’s Watch Top Gun Edition “Mojave Desert”.

Stepping on to the booth, visitors can’t help but be taken aback by IWC’s technical mastery. With the opportunity to see engaging videos of their watchmakers at work, see the individual components that come together to create an IWC watch, and hear first-hand from some of their ambassadors on their ‘Talent Wall’, you can’t help but be in awe of the story of this brand.

A familiar face, that of one of IWC’s most notable ambassadors, watches over visitors from a large screen just a few weeks after winning the British Grand Prix at Silverstone… Lewis Hamilton.

As the IWC Big Pilot’s Roadshow begins to draw to a close in Liverpool, we prepare to share the experience with our friends in Manchester as the journey heads east and makes the short trip along the motorway.

So if you see shipping containers silently creeping through the heart of the city centre, you know you’re in for a treat! Why not contact the team at DMR Manchester today to express your interest in visiting the IWC Big Pilot’s Roadshow during its visit, from 5th – 9th August.

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