- Mercedes-AMG PETRONAS F1 Team

Team Social Stats

2.9M
Impressions
2.3M
Reach
179K
Engagements
6.2%
Engagement Rate

Context

With the British Grand Prix on the horizon, Lewis took time out for a quick stop in London, kicking off his home Grand Prix week with a trip to IWC Schaffhausen’s pop-up store at Battersea Power Station.

Activation Overview

In-line with IWC’s ‘Best of British’ theme, Lewis travelled to Battersea in style, setting sail along the River Thames by speedboat passing recognizable London landmarks such as Tower Bridge, London Eye and Big Ben. As he did so, he undertook an interview with broadcaster Roman Kemp about British culture and his career to date and his partnership with IWC.

The visit to the Pop-Up IWC Boutique presented not only a journey through time, celebrating Lewis' illustrious career with our team, and his partnership with the luxury watch maker but also featured a great backdrop for media interviews with outlets like ESPN, CNN, and Sky News. The Boutique showcased some exclusive memorabilia and one-of-a-kind pieces – including the Performance Chronograph watch and his 2019 championship-winning W09 race car.

To round off the day Lewis took part in an intimate Q&A for long-term clients and friends of IWC at a London Rooftop location.

"Best of British" boat ride

IWC highlighted the British Grand Prix event to promote their new Performance Chronograph and celebrate their 10-year partnership with Lewis Hamilton.

Objectives

To leverage the British Grand Prix as a focal point for promoting IWC's Performance Chronograph and Team Watch.
To celebrate British culture and Hamilton’s career through a themed event that showcases his milestones.
To engage top-tier media and long-term clients, creating memorable content and reinforcing relationships with IWC.

Outcome and Results

Media Engagement: Hamilton was interviewed by Roman Kemp during a speedboat journey, followed by broadcast and print interviews with top outlets such as ESPN, CNN, and Sky News.
Client Interaction: Hamilton met with long-term IWC clients and participated in an intimate Q&A sessions reflecting on his successes in the past 10 years.
Event Highlights: The immersive pop-up boutique at Battersea Power Station celebrated Hamilton's partnership with IWC, showcasing unique memorabilia, motorsport pieces, and the 2019 W10 race car.

Lewis Wore...

Across the Silverstone Grand Prix weekend Lewis Hamilton wore the Pilot’s Watch Performance Chronograph 41 Mercedes-AMG PETRONAS Formula One™ Team (Ref. IW388306) in Ceratanium® with a black dial.

Watch the Full Interview Here

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