IWC Advertising: Chauvinistic or Humorous?

KMII · 2016-08-16T14:04:43Z

Explore IWC's controversial advertising campaigns from the early 2000s. Community discusses impact on brand image and sales.

KMII initiates a discussion on IWC's advertising campaigns, particularly those seen in Switzerland in the early 2000s, which he describes as male-focused and potentially chauvinistic. He invites the community to share their opinions on whether this polarizing approach benefited the brand and if different messaging is used globally.

While hard for me to form a fully rounded opinion, as most of the IWC advertising I have seen has been in Switzerland (not sure they do the same globally), I am curious to hear my fellow Purists' opinion.

While I used to live there in the early 2000s, IWC ran a male focused (or chauvinist, if you ask my wife) campaign. My recent visits have confirmed that it is still going, of sorts.

It never did much for raising the brand's appeal for me and it angered my wife no end (she is still of the opinion that my first IWC will be my last watch

So what do you think? Has the polarisation it attempted worked in IWCs favour? Have you even noticed it?

Do they use a different messaging in your part of the world?

Key Points from the Discussion

The IWC ads from the early 2000s, particularly in German-speaking regions, used provocative slogans that could be interpreted as chauvinistic, such as 'almost as beautiful as a woman' or 'too good for shopping, washing, cleaning and wrapping'.
While the ads generated awareness, negative attitudes towards the brand, especially from female partners who often influence purchase decisions, could hinder sales.
Some contributors found the ads humorous and not to be taken seriously, viewing them as a joke that supports equality by not taking sexist ideas seriously.
The polarizing advertising campaign likely did not boost sales, as humor is not a decisive factor in purchasing luxury products, and it risked giving the brand a chauvinist image.
These ads were from a period when IWC's motto was 'Engineered For Men', a strategy that has since evolved with the brand now offering smaller watches and targeting women.
The effectiveness of such advertising might be influenced by cultural differences, with the campaigns potentially being more palatable in certain regions like Switzerland and Germany.

The Discussion

Alkiro1

Aug 16, 2016

That is a dangerous game for IWC. Never forget that women have a great memory (and not so much humour) for that kind of things ;-)

Best wishes Alkiro

KMII

Aug 16, 2016

Certainly did not help in our household ;)

Thanks for your opinion!

Alkiro1

Aug 16, 2016

Oh yes!

Best wishes Alkiro

KMII

Aug 16, 2016

Seeing how you still live in Switzerland...

Are these / versions thereof still prominent (remember seeing several at Zürich airport every time I land)?

Alkiro1

Aug 16, 2016

Despite the horology crisis, ads are always really prominent... but the slogan are much less "provocative" of course

Best wishes Alkiro

KMII

Aug 16, 2016

Looking forward to my next trip to Switzerland...

To see the new generation of ads

Key Points from the Discussion

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