The watchmaker to stars such as Cate Blanchett and Kevin Spacey has announced a three-year partnership with the British Film Institute (BFI) and BFI London Film Festival in partnership with American Express. And IWC is keen to stress this goes far beyond being a mere “time partner”, according to UK brand director, Simon Chambers.
“BFI were looking for partners and we were, too. But it had to be relevant, with the right shared values. We want this to be an active partnership and build something meaningful.”
Going far beyond what some might expect to be a few clocks dotted about the BFI’s Southbank foyer, one of IWC’s first activities is working with BFI on the restoration of its National Archive in Berkhamstead.
“And while this year’s Film Festival will be preceeded by an IWC dinner,” Chambers continues, “next year we’ll be headline sponsor of BFI’s Luminous fundraising gala.
“And in our third year with BFI?” he ponders, “well, when you have a good relationship you’ll be amazed at what you can achieve.”