IWC Schaffhausen launches augmented reality with it's Portugieser 2020 models

IWC has been working with 3D technologies for many years in design and production for visualisation and manufacturing. The brand has been exploring Augmented Reality solutions since 2008 when they tested some of the very early technologies in the market. They also launched 3D movement AR models in their catalogues in 2014 so it is an innovation that they have closely monitored and worked with these past years.

The experience provides customers a good sense for the volumetric and overall aesthetic qualities of IWC watches. That sense of volume and the playful way in which the customer can enlarge, rotate and view every angle of the piece makes for a compelling, engaging and surprising experience. One that the brand hops will help them in their customer journey.

“Apart from the very practical aspects of understanding the physical attributes of our watches, this combination of AR/VR & Video, that we like to call “Augmented Horlogerie”, is a fascinating way to help communicate the core essence of the emotional world that our products live within. This is one of the most fundamental opportunities offered by our Augmented Horlogerie experience , to transport our customers into the highly emotional and evocative universe of the collection and all that it represents”.  - Dominic Weir, Chief Digital Officer.

Instructions: 

1. Click on the link to launch the landing page.
2. Click through twice to get the AR model started.
3. Click on the AR link and follow the instructions.
4. *The watch can be scaled and turned with two fingers on the screen

Portugieser Automatic 40

Portugieser Chronograph

Portugieser Yacht Club Chronograph

Other models available on IWC.com