Georges Kern, CEO of IWC giving a presentation

Georges Kern gave a presentation to Zurich Minds earlier this year.

Georges Kern Presentation

Cheers,
Simon

Hilarious that the presentation says "strictly confidential" and they put it on youtube...
Great presentation!

thanks much for sharing Simon.

An incredibly candid and enlightening presentation. And to think that all these years I believed that IWC has been manufacturing quality watches. Probus Scafusia. :)

Actually, Herr Kern has ably outlined IWC's approach to marketing. It was a terrific presentation whether you agree or disagree with the approach. Considering the sales and profits, they must be doing something right. It is fun to feel like we are a part of the adventure.

thanks so much for sharing this video, great listening to him and learn more about IWC as a new IWC fan

An enjoyable and relaxing movie / presentation to watch - full of interesting quotations - some which raised my eyebrows significantly.

I think it is a great presentation. The birth of the Portofino story, quite amazing. If I understood it well, they made a few million Francs cost, knowing or experiencing that they would get a return fifteen times the cost. Absolutely fabulous. I guess it is worth while to mention that the starting point of it all must be: great watches. Otherwise the whole thing backfires, the clientele is not thick enough to accept a mediocre product, they turn away and probably don't come back. I must say, with or without the Italian nostalgy, I really like my Portofino 8 Days Handwound. The golden version looked great on Georges Kern.

Kind regards,
Paul

What a relief. I feel much better now. :)
Marketing was obviously never my field, having spent my career, mainly last century, in operations. I am also not easily impressed by sports or movies "celebrities".
I was, however, surprised not to have heard the word quality during the whole presentation.
BTW, everybody knows that Porsche's engine is in the front. :))

Thanks for sharing. That was both informative and interesting. George and crew continue to impress.

Kevin

It's not a secret watch industry had rebuilt its marketing strategy accordingly to the fashion's model during these last years and it's not a secret, IWC performed tremendously adopting this strategy, under the guidance of Herr Kern, it executed it perfectly!

I was crazy about IWC marketing since it happened to me to see the first print ad, any resistance was futile since then :)

IWC is not alone, for instance, if you are devoted to Genta's models the way I am, just take a look at the book published to celebrate the 40th anniversary of one of his model, you'll see it's full of pictures of testimonials, which is neutral to me if it wasn't for the fact, the book proudly shows a picture of the first reference produced, with a supplied dial as it was original (same thing at the museum, I was told). There has to be something wrong with this approach, maybe the editor should have payed more attention to the correctness of the watch rather than to the celebrities, it would have served the history of the watch better.

In the short period this strategy will help IWC to be recognized by a wider audience, nouveau riches, new markets etc. which is good.

I've already tried to explain my point of view (and asked for your contributions to debate about it). I'm undecided how to consider this period, after all, IWC grew not just in terms of sales but also consolidating its financial reliability, investing in a new factory, diversifying its partnerships, implementing its capabilities.

On the other hand, my fear is this trend is putting quality to a lower level. I also think big size watches trend is directly related to the need to show and appear (typical exigence of a nouveau riche) since it has very few to do with IWC history, 2 models, whatever their meaningfulness to the Company, don't mean so much - imho (and one the two was made due to military specifications, the other was something closer to an accidental event rather than something really chosen).

When I see my ref. 1832, I see outstanding craftsmanship, technique, immortal design, reliability. An ancient Roman would have taken this watch to the barrow along with him, to pass the afterworld together. The last screw ot that watch says: "Quality first!". As a contemporary Roman, I'm seriously thinking to take it with me for the same trip :)

I hope another IWC fan like me will say the same in 40 years, looking at his vintage wordltimer, ref. 3262 or his Spitfire chronograph, ref. 3778.

Thank you for sharing the interview Simon and sorry for long (personally, seriously painful) post.

I am humbled by all of the positive response from each and everyone of you
this presentation was to launch a marketing campaign for a watch segment that many companies have ignored. The importance of an entry level IWC Portofino says a lot about the company, it means that they care about the person buying the watch.

Over the years not even Rolex and Patek Philippe have made marketing strides or any advertisement campaign for their entry level watches.

In this current financial turmoil in the Eurozone it is important to focus on individuals who can't afford an IWC Portuguese or Perpetual Calendar,let alone a Tourbillon. I really admire Georges Kern for his passion in standing up for his own brand and not play "Follow the Leader" as with other watch brands. This is a testimony of the core values I think of when I hear of the letters IWC and cherish the dedication of the men and women who work at the company day in-day out either restoring vintage pieces or developing new exciting models.

Herr / Monsieur Kern took a bold step by re-inventing the IWC Portofino in a different light from that of the higher priced models and he should be applauded for that move.

Without a doubt I share your view Roberto that one day the Ref. 3262 and the Ref. 3778 would be as common household word as the Caliber 89 and Caliber 8541-series when future generations share the passion for fine watches.

Sincerely,
Simon

Just to clarify, Antonio: 60ies, Porsche, front wheel drive, sturdy & quality like a cal.89 and gasoline :-)!

Exactly. 0 to 20Km/h in 5 minutes. :))

Is this it? No one else has anything to say about this issue?

I was enthralled. I love when Georges tells "stories." I know I quibble about the celebrity thing (but trust me, I enjoy it whenever I have the opportunity to be present, albeit, I'm a gawker!), however, the man knows how to sell luxury. He may not be the creative genius pulling the strings behind the curtain, but in front of an audience, he is compelling. Shoot, I'm ready to pull the strings on a new 8-day Portofino (on mesh) and maybe pop for a few nights at the Splendido!

Thanks for sharing the link.

Larry