Brian M. Afuang
May 6, 2019    |    

IWC, Lewis Hamilton Make Beautiful Movie Together (Again)

This time F1 champion pitches Pilot’s Watch

FIVE-TIME Formula 1 world champion Lewis Hamilton is driving a Mercedes-Benz Silver Arrow W125 around Goodwood when a Spitfire comes into view. As the plane approaches he pushes the “stop” button on his Pilot’s Watch Chronograph Spitfire. Time freezes and the aircraft comes to a complete standstill in mid-air. After admiring the Spitfire from different angles, Hamilton “releases” it by again pressing the pusher of his chronograph. The text “I can stop time, but nothing stops me” then emerges.

These are scenes from a film IWC Schaffhausen has released as part of its global advertising campaign for the its new Pilot’s Watches. The film is the second for IWC and Hamllton; in 2017 the watchmaker and the driver did one for the IWC Ingenieur Chronograph. In this flick the watch “froze” a Mercedes-Benz Silver Arrow W196 in its tracks.


IWC says that while the movies’ concept is the same, the Silver Arrow W125 and the Spitfire link vintage motor sport and aviation. This captures IWC’s passion for mechanics and engineering.

The company adds its relationship with Hamilton is a result of its collaboration with Mercedes-AMG Petronas Motorsport, for which team Hamilton drives.

The latest movie was shot at the Goodwood Estate in England. IWC since 2015 has been the Official Timing Partner of the Goodwood Members’ Meeting, an exclusive classic car racing event. The Goodwood Aerodrome is also the home of the Boultbee Flight Academy, the first recognized Spitfire flight school in the world, and to which IWC has been a partner starting in 2018.


In August, Steve Boultbee-Brooks and Matt Jones will take off from Goodwood for the “Silver Spitfire – The Longest Flight” expedition. This will mark the first global circumnavigation flight for a Spitfire. IWC is main sponsor of this expedition.

“With the Mercedes-Benz Silver Arrow W125, a Spitfire aircraft and our new Pilot’s Watch Chronograph Spitfire, the movie brings together the spirit of adventure of the driver with the performance, precision and beauty of the machine. We pair these icons with IWC brand ambassador Lewis Hamilton, who is not only a living legend in his sport but also a style icon. In doing so, we underscore IWC’s appeal to a discerning audience with an appreciation of masterful engineering and timeless design,” says Franziska Gsell, CMO at IWC Schaffhausen.