Write in the sky with IWC's new campaign


Text: Faizal Dahlawia

Image: IWC Schaffhausen

A new global initiative by IWC offers a unique way to send a message. Buro 24/7 Middle East has the details...

Luxury Swiss watchmaker IWC Schaffhausen has unveiled a new digital initiative, Skywriter. Designed to allow users to write a personalised message in a virtual sky, the campaign is part of the brand's #B_Original campaign promoting its new collection of Pilot's watches, which were launched at SIHH 2016.

Entering the site, the user will be ushered onto a runway where several planes, from an F14 Tomcat to a Supermarine Spitfire, are waiting to be piloted. Each of these planes correspond to a specific line within the Pilot's collection. Once the plane has been chosen, the user can then insert the personalised message. They'll then be invited to 'pilot' the plane, with a series of manoeuvres, that will result in their message being visible in the sky. Following that, the message can then be saved or immediately shared through social media platforms.

IWC Skywriter

To write your own sky message, visit

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