Hubert Burda Media

IWC Schaffhausen launches new digital campaign

Take to the skies with the Swiss manufacture’s latest online simulation, Skywriter.

I’m piloting a sleek Lockheed P-38 Lightning American propeller-driven fighter aircraft some 10,000 ft above the sky and wearing the absolutely gorgeous IWC Big Pilot’s Perpetual Calendar Edition “Antoine de Saint Exupéry” with a tobacco-brown dial to boot. I make daring swerves and audacious loops, writing out my intended message in the sky, and am heralded by dramatic, soaring background music — the very image of a suave aviator. Or at least, so my senses perceive, in the stunning new global digital campaign Skywriter, launched by IWC Schaffhausen.

Another milestone in IWC’s current #B_ORIGINAL campaign for its Pilot’s Watch Collection, the online stimulation invites audiences to digitally write a message in a virtual sky and share it with third parties. Users are able to choose from one of four vintage airplanes — the Junkers JU-52, F-14 Tomcat, Supermarine Spitfire and the Lockheed P-38 Lightning — and select a recommended aesthetically-pleasing watch (from its Pilot’s range, of course). Simply type your desired message, and be immersed in a realistic 3D world, where you can choose autopilot, or manually control the aircraft (hint: the spacebar doubles as an acceleration feature). Available in 10 languages, Skywriter facilitates the sharing of your emblazoned masterpiece with multifarious social media options.

Here’s ours.