Analog. Approachable. IWC Watches in the F1 Movie

IWC has partnered with Brad Pitt for the upcoming Formula 1 blockbuster F1. What’s behind that decision? And how much strategy is there behind the glamour?

We’ve been a partner of the Mercedes AMG Petronas Formula 1 Team for twelve years, so motorsport is deeply embedded in our brand DNA. What fascinates us about this film project is that our real world – real technology, real racing, real watches – is being translated into a fictional Hollywood story. And yet, a surprising amount of it remains authentic. We contributed over a hundred watches to the film – each one with a function, a story, just like in real life. Behind the scenes, too – among engineers and technicians – everyone is wearing an IWC. So it doesn’t feel like traditional product placement, but rather like a credible transfer of our world into the world of cinema.

We’ve seen partnerships like this before – your connection to Top Gun, for example. But this time, the link to reality seems even more tangible. Was that part of the appeal?

Absolutely. What was more abstract in Top Gun is told here in an almost documentary-like way – albeit within the framework of a Hollywood film. Joe Kosinski and Jerry Bruckheimer were meticulous. Over the course of months, they worked with Sony to develop a special camera that can truly capture the physical forces acting on a driver. As a viewer, you can actually feel the speed, the vibration, the g-forces – and that aligns perfectly with our philosophy as watchmakers, because we’re also about precision, about engineering, about technology. You couldn’t bring those worlds together more seamlessly.

Was IWC involved in shaping how the watch appears in the film as a technical object?

We were closely involved from the very beginning – not just as a sponsor but as an engineering partner. We contributed our expertise, including how and where watches are worn in real-life racing, how they are used, and what kind of forces they can withstand. We translated that knowledge into the storytelling. I was on set myself in Silverstone during filming – it was impressive. The fictional team, APXGP, felt so real you could hardly tell the difference from an actual racing team. Even the routines – driver briefings, technique, pit strategy – were staged true to life.

Franziska Gsell was born in 1970 and studied business administration with a focus on marketing at Zurich University of Applied Sciences. She began her career in marketing at Feldschlösschen, followed by leadership positions at Lindt & Sprüngli and Navyboot. In 2012 she became managing director of the Swiss luxury hosiery brand Fogal. Since 2015 she has been Chief Marketing Officer of IWC Schaffhausen and also chairs the company’s sustainability committee. Gsell lives in Zurich with her husband and son.

You mentioned authenticity. How does that influence how you speak to your target audiences?

Hollywood has the power to inspire people to discover a world they may not have known before– or only seen on TV. When someone watches this film, they experience the thrill of Formula 1 in a whole new way. And when they see an IWC watch in that context, it’s not some abstract prop – it’s an echo of real values: innovation, craftsmanship, passion.

Have you seen the finished film yet?

I’ve read the script and seen many of the scenes during editing – including how we as a brand appear in the film. That moved me deeply. But I haven’t seen the complete film yet. The anticipation is huge – especially since Hans Zimmer, who’s been a close collaborator for years, composed the score. His music really gets under your skin.

Brad Pitt plays one of the lead roles. How important is he as a brand ambassador in this context?

He plays the character Sonny Hayes – a veteran making a return to Formula 1. His watch plays a key role in the story; it’s an heirloom from his father, who was also a driver. What made it even more compelling for us was that Brad Pitt didn’t just choose a specific model – an IWC Ingenieur – he also helped design the dial. It features a unique shade of green he developed with his jeweler in New York. That color reflects his character – it appears throughout the costume design, in the helmet, the racing suit. It’s more than a design detail – it’s part of the storytelling.

And that wasn’t a problem for you as a brand? Letting him have that much creative input?

Quite the opposite. We thought it was fantastic. When an actor immerses himself so deeply in a role that he wants to help design the character’s watch – that’s a gift. Especially since it fits so well with our philosophy. We reinterpreted the original design of the Ingenieur from 1976 using that new color – a bridge between past and present.

With all that emotion, how do you maintain credibility – especially in a sport like Formula 1, which is so technical and rational at its core?

That’s exactly it: it only works if it’s real. We’re not a brand that fakes emotion. When we use materials like colored ceramic or titanium aluminide, they come directly from the world of engineering – it’s the same high-performance technology used in Formula 1 as well. One of our latest developments, a watch created with and for Toto Wolff, head of Mercedes Formula 1, withstands 30,000 gs of force. That’s more than twelve times what an average sports watch can handle. These aren’t made-up stories – the products are the story.

Before the interview, you mentioned an activation pipeline. What exactly does that mean?

We don’t want to limit the experience to the screen. Together with our team, we’re creating opportunities for fans and customers to experience the film through special events. We’re planning exclusive screenings, giveaways, accompanying ­experiences – it’s a full-scale global campaign. Just our retail network alone, with over 900 points of sale worldwide, will be equipped with original movie posters. Our goal is to make sure people don’t just pass by this moment – we want them to see how organically we are part of the story.

Sounds like an exceptional project. Can something like this be repeated?

I’d say it’s a milestone – but not one that stands alone. We’re not going to co-create a Hollywood blockbuster every year, but what we do want to create are strong brand moments – moments that work globally but still feel authentic. Formula 1 will remain a central stage for us. Twice a year, we orchestrate major appearances there. And yes, we already have a pipeline of new ideas – but they have to fit. Authenticity isn’t a marketing tool – it’s a prerequisite.

Watch it!

Ahead of the theatrical release of F1, IWC Schaffhausen unveiled two new watch models: the Pilot’s Watch Performance Chronograph 41 and the Pilot’s Watch Chronograph APXGP. Also featured here are the timepieces worn by Javier Bardem and Brad Pitt in the film – the latter is a custom-made watch with a green dial, based on the historical Ingenieur SL, Reference 1832.  From left to right:

Pilot’s Watch PerformanceChronograph 41

€28,600
Case, crown and pushers in 18-carat 5N gold,
black dial, gold-plated hands
IWC caliber 69385

Pilot’s Watch Chronograph APXGP

€7,800
Stainless steel case with 43 mm diameter,
black dial, gold-plated hands
IWC caliber 69385

Big Pilot’s Watch Perpetual Calendar

Watch worn by Javier Bardem in the film

Ingenieur SL

Watch worn by Brad Pitt in the film

A campaign like this also has an internal impact. What does this project mean for the people who work for IWC?

It’s a big deal for all of us. The so-called activation pipeline doesn’t just target customers worldwide – it’s something we live internally as well. Projects like this give people a sense of purpose and pride.

In classic blockbuster fashion – is a sequel already in the works?

[laughs] Officially, we don’t know anything about a sequel. But Hollywood being Hollywood, stories often continue. And yes, this one definitely has the potential for m

Also from IWC’s perspective?

Absolutely. Especially because our role in the film is so organic. And when you can combine engineering, Formula 1 and emotional depth – that’s honestly a dream come true for us.

You want to see “F1”? Under the following link you will find participating cinemas and can also buy tickets for the blockbuster:

→ f1themovie.com

You’ve been with IWC for ten years now. Do you feel the brand image has shifted globally during that time?

Definitely. Last year was the first time I really felt it. We ran a global market study with luxury watch customers, and the message came back loud and clear: “You’re in Formula 1.” That shows how long it takes for something to ( … )

→ Read the entire interview in rampstyle #35 “There Is No Substitute”.