IWC's booth at SIHH takes story telling to a new level. It takes guest back to la dolce vita: the romance of Portofino, Italy, in the late '60s and early '70s. You enter a movie set, where filming is occurring in this picturesque harbor town:
The receptionists in period costumes greet you:
You see an old movie theatre in this little town -that's where press conferences are held:
There's people in the piazza sipping cappuccinos:
You can't tell whether you're in a set or have gone back in time, but the computers provide a reality check:
Regardless, you might want to help yourself to a gelato:
And while you're there you might want to check out the local watch dealer:
