“A Smart Watch and A Half”

“A Smart Watch and A Half”

Scholz & Friends and IWC Schaffhausen send watchmaking legend to a smartwatch store.


For fans of watchmaking craft, he is a true legend: IWC watchmaker Kurt Klaus. The Perpetual Calendar he developed is considered one of the art’s most sophisticated complications.

As part of an online video campaign for Swiss luxury watch manufacturer IWC Schaffhausen, the 85-year-old watchmaker visits a smartwatch store for the first time.

“With this campaign, we wanted to address technologically minded individuals in particular and show them how the ‘smartness’ of the purely mechanical IWC Portugieser Perpetual Calendar has no need to take a back seat to the so-called smartwatches – rather the opposite, in fact,” explains Jörg Waschescio, Creative Director at Scholz & Friends Berlin. “In the end we leave it up to the viewer to decide for themselves what they consider to be truly ‘smart’.”

The three spots focus on topics like the update cycle, battery life and user-friendliness.

The campaign will be launching worldwide and will be supported by OOH motifs.


Watch Episode 1 – Power Reserve


Watch Episode 2 – Updates


Watch Episode 3 – UX



Agency: Scholz & Friends
Managing Director: Robert Krause
Creative Director: Jörg Waschescio
Account Director: Janin Brauer
Copywriter: Alannah Stritch
Art Director: Nathalie Poets
Agency Producer: David Voss
Agency Editor: Daniel Klessig

Film production
Steinberger Silberstein
Director: Fabian Möhrke
Producer: David Steinberger
Editor: Stefan Peters
Grading: Nadir Mansouri
Original sound: Nikolas Mühe
Sound design: Julian Cropp

IWC Schaffhausen
Global Head of Advertising, Media and Digital and Brand Communication: Maurice Moitroux
Strategic Brand Planner: Tom Scheuring
Project Management: Caroline Spoerry, Patricia Kas
CMO: Franziska Gsell-Etterlin

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