Robb Recommends: IWC Schaffhausen’s Customised Guided Virtual Tours

“Visit” the celebrated manufacture without leaving your home.

More than a century-and-a-half after American watchmaker and entrepreneur Florentine Ariosto Jones journeyed from Boston to Switzerland and founded the ‘International Watch Company’ in Schaffhausen, Northern Switzerland, the manufacture is one of the horological world’s most tireless innovators: and not only when it comes to watchmaking, it would seem, but also when it comes to providing fascinating experiences for horological aficionados.

Fans of the brand and watchmaking in general are now being offered a virtual experience, enabling them to peruse IWC’s headquarters via a live stream from Schaffhausen. Every aspect of the watchmaking process – from the production of movement parts to the making of cases and other aspects of assembly – will be covered, with this footage supplemented by short videos with live commentary and video links to different departments, placing participants right at the heart of production. If requested, guides can also offer a deep-dive into more specific topics like mechanical decoration or advanced case materials.

A major boon to the quality of experience the tours offer is the company’s innovative new patented  Cyberloupe technology. This allows visitors to stream the watchmaker’s viewpoint in real-time via a specially developed version of a watchmaker’s magnifying glass with an integrated camera and network connection.


“With these newly developed virtual tours, visitors will go on an interactive, personalised and memorable journey of discovery, bringing them as close as possible to our home in Schaffhausen, no matter where they may be,” explains Christoph Grainger-Herr, CEO of IWC Schaffhausen. “Not only will they gain exciting insights into our history and the complex engineering behind our timepieces, but they will also be immersed into the world of IWC in a completely new way.”

The virtual tours are available soon, via IWC official retail partners and IWC boutiques.

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