IWC Schaffhausen and Mercedes-AMG, two titans of luxury and performance, marked nearly two decades of collaboration with an exclusive event in the vibrant Las Vegas desert. Their partnership, a cornerstone in both Swiss luxury watchmaking and automotive engineering, was celebrated in grand style ahead of the highly anticipated Formula 1 race. Transforming the Speedvegas racetrack into a bespoke “Speed City,” Iwc Mercedes created a unique desert experience to honor their shared passion for cutting-edge design and unparalleled performance. Guests were immersed in an atmosphere that perfectly encapsulated the spirit of both brands.
A central highlight of the event was a captivating panel discussion featuring design luminaries Christian Knoop, Chief Design Officer at IWC Schaffhausen, and Robert Lešnik, Head of Exterior Design at Mercedes-Benz, the creative force behind the Mercedes-AMG GT Coupé. Moderated by technology journalist Lucy Hedges from the BBC, the discussion explored the intriguing parallels and unique challenges within the design processes of luxury timepieces and high-performance vehicles. Lešnik illuminated how automotive design accentuates technical prowess and the emotional, sporty aesthetic of the Mercedes-AMG GT Coupé. Knoop provided an insightful look into IWC’s celebrated chronograph expertise and mastery of materials, detailing their convergence in the development of the Pilot’s Watch Performance Chronograph 41. This discussion offered a rare glimpse into the minds shaping the future of IWC Mercedes design. The launch of the new IWC Pilot’s Watch Performance Chronograph 41 collection, featuring titanium and Ceratanium® models, further underscored IWC’s commitment to innovation and performance.
The thrill of the racetrack ignited as Mercedes-AMG PETRONAS F1 Team drivers Lewis Hamilton and George Russell took center stage, delivering an exhilarating driving demonstration in the Mercedes-AMG GT Coupé. Adding to the spectacle, a mesmerizing drone show painted the Las Vegas night sky with lights, offering a preview of the upcoming Formula 1 night race. The drivers then joined Hedges and former F1 driver and IWC brand ambassador David Coulthard for an engaging conversation, sharing their driving experiences and insights into the approaching race. This segment perfectly blended the high-octane world of Formula 1 with the luxury and performance ethos of IWC Mercedes.
The evening culminated with a joint appearance by Chris Grainger-Herr, CEO of IWC Schaffhausen, Michael Schiebe, CEO of Mercedes-AMG, and Toto Wolff, Team Principal & CEO of the Mercedes-AMG PETRONAS F1 Team. These leaders reflected on the enduring and fruitful collaboration between IWC and Mercedes-AMG, sharing memorable moments and emphasizing the shared values that underpin the IWC Mercedes partnership.
Exploring “Speed City”: An Immersive IWC Mercedes Experience
Throughout the evening, guests had the opportunity to explore the immersive “Speed City,” designed to showcase the best of IWC Mercedes. A dedicated Mercedes-AMG exhibition highlighted the brand’s impressive range of performance vehicles. Concurrently, IWC presented a pop-up boutique, showcasing a curated selection of iconic timepieces from Schaffhausen, allowing guests to delve into the world of IWC Mercedes watches.
Mercedes-AMG: The Essence of Driving Performance
Mercedes-AMG stands as the performance and sports car division of Mercedes-Benz, rooted in Affalterbach, Germany. Founded in 1967 by Hans Werner Aufrecht and Erhard Melcher, driven by a passion for motorsports, AMG has become synonymous with “Driving Performance.” Since 2005, as a wholly-owned subsidiary of Daimler AG, Mercedes-AMG represents the pinnacle of automotive sportiness, offering a diverse model range from compact performance cars to iconic sports cars like the AMG GT family. Upholding the “One Man, One Engine” principle, Mercedes-AMG engines are meticulously hand-assembled in Affalterbach, a testament to their commitment to quality and performance. Born from the racetrack, AMG continues to embody “Driving Performance” in every facet, reflecting in the innovative excellence of each vehicle. The three letters AMG represent supreme automotive performance, exclusivity, emotion, efficiency, and exhilarating driving pleasure, fostering exclusive experiences and collaborations for enthusiasts worldwide. As a sub-brand of Mercedes-Benz, AMG is dedicated to expanding its product portfolio as a leading performance luxury brand, actively shaping the Future of Driving Performance with electrified powertrains.
Mercedes-AMG Petronas Formula One Team: Racing at the Apex
The Mercedes-AMG PETRONAS Formula One Team represents the works team of Mercedes-AMG, competing at the highest level of motorsport – the FIA Formula One™ World Championship. Formula 1 is a sport demanding unparalleled teamwork, cutting-edge technology, relentless innovation, high-performance management, and exceptional driving skill. Teams develop race cars to compete across a global season spanning over 20 races. Based in the United Kingdom at Brackley and Brixworth Technology Centres, the Mercedes-AMG PETRONAS Formula One Team unites over 1,000 dedicated individuals who design, develop, manufacture, and race cars driven by seven-time World Champion Lewis Hamilton and Grand Prix winner George Russell. The team’s remarkable achievements include seven consecutive double Drivers’ and Constructors’ World Championships (2014-2020) and a record-breaking eighth consecutive Constructors’ Championship in 2021, solidifying their place as one of the most successful teams in Formula 1 history. Since returning as a constructor in 2010, the Mercedes-AMG works team has achieved 116 wins, 264 podium finishes, 128 pole positions, 91 fastest laps, and 54 one-two finishes in 259 race starts, underscoring the enduring success of IWC Mercedes partnership in the realm of Formula 1.
In conclusion, the IWC Mercedes event in Las Vegas served as a powerful testament to a remarkable partnership built on shared values of performance, innovation, and design excellence. The event not only celebrated past achievements but also signaled an exciting future for this dynamic collaboration between two iconic brands.
