IWC Portofino Automatic Silver / Milanese (IW3565-05)

The IWC exhibition at Selfridges celebrates the completelyremodelled 2013 IWC Ingenieur watch collection, as well as the new partnership with the MERCEDES AMG PETRONASFormula One™ Team. Transforming the Wonder Room's concept store into a virtual wind tunnel, a first in the UK within a department store, IWC Schaffhausen is taking consumers on a journey which offers an exclusive "behind the scenes" glimpse into the synergies between watches and the automotive sector.

"The engineers who work within our two companies have many things in common", comments IWC CEO Georges Kern on the global partnership with the MERCEDES AMG PETRONAS Formula One™ Team. "They share a passion for precision technology and innovation. They are the heroesbehind the scenes: their craftsmanship and expertise with high technology lay the foundations for our success. Their pioneering spirit and know-how push the boundaries of mechanical engineering and continuously redefine the achievements of precision technology. And together we have a name for this untiring quest for perfection: perfor­mance engineering."

Team Principal of the MERCEDES AMG PETRONAS For­mula One™ Team Ross Brawn confirms these common values: "Both IWC Schaffhausen and MERCEDES AMG PETRONAS place great importance on precision engineer­ing. Our partnership reflects this and highlights our shared commitment to pushing boundaries - both in motor racing and watchmaking."

Exclusive exhibition launch

At today's launch of the exhibition, attended by approxi­mately 100 members of the UK press, MERCEDES AMG PETRONAS Formula One™ Team driver Lewis Hamilton and Team Principal Ross Brawn were given the full "customer experience" and were quick to try out the MERCEDES AMG PETRONAS Formula One™ simulator show car, which allows visitors to immerse themselves in the dynamic world of racing. Lewis Hamilton is a declared aficionado of fine watchmaking and clearly recognizes the similarities betweenhis profession and the watches made by IWC Schaffhausen:"I love wristwatches, and it seems to me that those made by IWC have a lot in common with FORMULA ONE drivers: they're unique, high-performance watches and are among the best in their field."

The IWC pop-up exhibition will be in Selfridges' Wonder Room until 7 July 2013. For the new Ingenieur collection, IWC's design engineers took their inspiration from FOR­MULA ONE racing. Materials typically used in motorsport, such as carbon fibre, ceramic and titanium, are the hall­marks of a new design line in the Ingenieur watch family. The technologically demanding workmanship confirms the reputation of IWC Schaffhausen as a company that has been manufacturing high-quality timepieces for more than 140 years.

IWC Schaffhausen

With a clear focus on technology and development, the Swiss watch manufacturer IWC Schaffhausen has been producing timepieces of lasting value since 1868. The com­pany has gained an international reputation based on a passion for innovative solutions and technical ingenuity. One of the world's leading brands in the luxury watch segment, IWC crafts masterpieces of haute horlogerie at their finest, combining supreme precision with exclusive design.

Mercedes AMG Petronas Formula One™ Team
The MERCEDES AMG PETRONAS Formula One™ Team competes in the FIA Formula One World Championship™ and is based at the team's Operations Centre in Brackley, Northamptonshire, UK. The engines for the team's cars are provided by Mercedes AMG High Performance Powertrainsbased in Brixworth, Northamptonshire.