Purely emotional: Massimo Frascella and his IWC Reference 3711

Mr Frascella, what watch are you wearing at the moment?

Today I’m wearing an IWC double chronograph, reference 3711. The strap isn’t original, but the watch itself is beautiful. I’ve been hunting for this model for years. Once I found a perfect example, complete with box and papers, at an Italian dealer. We’d already agreed on the price, but suddenly he said: “You know what? I think I’d rather keep it myself.” That’s sometimes the problem with watch dealers: they love watches just as much as their customers do. Then last year I received another notification – I’d set it up that way online. Another Italian dealer, full set, original rice-grain strap, everything perfect. The only difference: the date display was in German. This time, however, I didn’t hesitate. The watch dates from the early 1990s, from the so-called ‘neo-vintage’ phase between vintage and modern. The domed sapphire crystal is a distinctive feature. After two years, IWC changed the design and switched to a flat crystal, resulting in the reference 3713. That’s why the early 3711 models are much rarer today. This was exactly the version I was determined to have.

Why did you choose this watch?

I like to switch things up. Over the past few weeks I’ve been wearing a 38-millimetre Zenith El Primero Original 1969, including during Milan Design Week. That was followed by a few days with the Sky-Dweller. But today I knew we’d be talking about watches. So I thought: I’ll go for something special. I simply love wearing this watch.

How often do you look at your watch to see what time it is?

Actually, never. If I want to know what time it is, I look at my smartphone. Of course, I can see the time on the watch, but most of the time I just look at it. I like the way it looks on my wrist. Whether it’s a small or larger watch – this one measures 42 millimetres – each one has its own weight and character.

Are watches something rational or something emotional for you?

Definitely emotional. I’m not a watch specialist who can explain every movement or every technical refinement. Of course, I understand the craftsmanship behind them, but watches fascinate me just as much as cars, particularly on an emotional level. I still remember clearly the first time I saw the IWC Mark 11 – that military watch from the 1950s – in my early years as a collector. Its simplicity fascinated me immediately. From that moment on, the hunt for precisely that watch began.

As a designer, what do you look for first?

Just as with cars, first of all (…)

MASSIMO FRASCELLA was born in Tuscany in 1971. He completed his training at the Istituto d’Arte Applicata & Design in Turin before beginning his career at the legendary Stile Bertone design studio. After working for the Ford Motor Company in the UK, Lincoln/Mercury and Kia in California, he joined Jaguar Land Rover in 2011, where, most recently as Head of Design, he was responsible for the redesign of the Defender, the Range Rover and the Range Rover Sport. He has been Chief Creative Officer of AUDI AG since 1 June 2024. In this role, he is responsible for the overall design strategy and all customer touchpoints – from the exterior and interior to UI/UX design and the brand’s racing cars.

→ Read the full interview with Massimo Frascella in the latest issue rampstyle #38 “Just for the Plot”

(only available in German)