Artikel / Blog

Franziska Gsell, Chief Marketing Officer of IWC, on working with Brad Pitt, Hollywood’s fascination with Formula 1 – and how to communicate engineering excellence.

A true synonym for innovation? You could just say “Formula 1.” This applies not only to the racing series, which returned from its summer break last weekend, but also to the world of watches. Thanks to TAG Heuer.

How Miami became a stage for two sports that are anything but mainstream in the United States – we’re talking Formula 1 and soccer.

You know Brad Pitt, but not yet the watch. In the film ‘F1’, he plays ex-driver Sonny Hayes, who is tasked with helping a young driver (Damson Idris) to success and return to Formula 1. His watch - an IWC Ingenieur - plays a central role in the film as it is the heirloom of his father, who was also a racing driver.

Admittedly, we’re still getting used to our own headline. But that doesn’t stop us from reviewing the first week of seven-time World Champion Lewis Hamilton’s journey with Ferrari—both on and off the track.