The new 2010 catalog is finally out –and in my opinion it's a “must have”. There may be some time before supplies are fully distributed, but get in line to get yours.
For really knowledgeable collectors, there may not be a lot that's new. But still this has to be the best catalog produced in the entire Swiss watch industry. And it serves as an excellent reference source of models and movements that we all love. Indirectly, it also serves as a statement about IWC's philosophies.
The catalog is 256 pages, and has a strong sense of organization and layout. After a brief editorial, there are a few pages on the company's foundation. Then –and here's part of the philosophic statement-- there are 25 pages detailing IWC's technology. There are pages on calibres, complications and cases, even bracelet systems. For the very technically-inclined, some of the explanations might be simple –I would argue they're clear, and keep in mind that the broad audience of this book. The fact that “technical is first” in itself speaks loudly and well.
Then, understandably, there are almost 200 pages about each of IWC models, organized by product family. The index and pages emphasize new products.
Many of the pages, like IWC's marketing perspective, emphasize lifestyle. Before the Laureus Portuguese model, there are 5 pages about the Laureus Foundation. Before the Ingenieur models, which are cast as “rugged” watches, there are pages showing outdoor explorations. There is no doubt that IWC “sells” the emotional underpinnings behind watch purchases –but still it doesn't omit the technical.
The photography is impressive, both the watch models and the “lifestyle” elements. If anything, some purists might object to the too many pages devoted to large lifestyle photos. There were times, also, when the layout seemed a little mechanical and formulaic. But, really, that's being picky –this is an excellent work product.
The only real criticism that I have is the virtual absence of anything about the Internet in the catalog, and certainly no mention of our forum. To my thinking, marketing in this century is a multimedia, integrated endeavor. Electronic communication is at the top of most marketing strategies today, and therefore should be included. With five pages about Laureus and twoon the Museum, www.iwc.com deserves a little coverage. The only thing I found was a reference at the end of the Museum page about applying for a tour online.
At the very end of the catalog is a tear-out for subscribing to WATCH International. I'm glad that this print publication is getting some marketing emphasis. And this end is far better than the annoying legal disclaimers which are on the first page of the catalog.
Little twitches like this aside, get the catalog –now. It really is great. A huge compendium of information, clearly presented and with excellent images. It is by far the best reference source for current IWC models anywhere. It's highly recommended.
The sailcloth-like cover, embossed with a Sextant
Pages from the beginning technical section
Each watch model gets its own pages
Some of the Laureus pages preceding showing the Laureus Portuguese model
Two "lifestyle" pages preceding showing the Ingenieur models
...and two of the Ingenieur model pages...
Pages from the "Manufacture" section at the end...
