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Modern luxury customers desire a return to the personalised, made-to-order model from days by gone.
IWC’s audience are no different, and yet they are also highly mobile and impatient.
How might we streamline, but not limit, the creation of their dream timepiece wherever they might be?
A configurator that puts all the possibilities of a full-fledged atelier in the pocket of IWC’s customers in an incredibly fast, progressive mobile web app.
The Ingenieur Configurator was the first time a luxury watch brand invited all its customers to co-create a watch, a service usually reserved for ultra high net worth individuals.
IWC's customers could customise their watch down to the colour of the hands, with thousands of possibilities.
During customisation, the customer can use a style visualiser to see how their creation would look with different outfits—another world first.
With extensive coverage in the watch press, the first watch was sold hours after launch, and collectively, hundreds of thousands of Ingenieurs were personalised, leading to hundreds of hours of engagement with the IWC brand.
As watch brands look to woo customers in new ways, this could very well be one of the things that helps.
