IWC hits the road to celebrate a timeless classic.

On Thursday, IWC Schaffhausen announced plans to travel to the United States with a brand new interactive Big Pilot exhibit. The Swiss watchmaker’s first roadshow will stop in eight cities across the country, starting in Los Angeles and ending in New York. Housed in specially fitted shipping containers, the exhibit will provide visitors with a detailed insight into the world of watchmaking, with particular emphasis on its 182-year history and the latest additions to its Big Pilot watch series.

One of the key elements of the exhibition is the new hologram technology that will be on display. The watchmaker says the technology will allow a life-size projection of IWC CEO Christoph Grainger-Herr to be “teleported” to each location and welcome guests to the booth. Former IWC chief watchmaker Kurt Klaus will also make a holographic appearance, as will seven-time Formula 1 champion and brand ambassador Lewis Hamilton. In addition, a dedicated “Creators Wall” will be featured to highlight some of IWC’s most notable partners. The wall will share stories of how the Big Pilot watch has accompanied each partner on their journey to success.

The industrial style exterior of the traveling exhibition.

IWC Schaffhausen

The Big Pilot watchmaker’s 2021 collection, which includes the new IWC Big Pilot 43, will also be on display. This is the latest iteration of a line introduced 80 years ago. Initially a functional military watch, the watch has grown into one of the most recognized models today. Balancing form and function, the watch features a distinct conical crown (easy to maneuver for pilots even with gloves on), a riveted strap, and a highly legible dial that takes inspiration from the instruments of the cockpit. IWC describes it as a model for “pioneers who dare to dream”.

The interactive exhibit will travel across the United States from September 23 to November 14, with stops in Los Angeles, Palo Alto, Newport Beach, Scottsdale, Miami, Charleston, SC; Houston and New York. To find out when the show is taking place in your area code, or to make an appointment to view it, visit for more information.

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