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Context

Context

The Qatar Grand Prix marked IWC’s Signature Race and also their last activation with Lewis Hamilton. To celebrate this special occasion, IWC chose Qatar for the reveal of an exclusive film on Lewis' final journey with IWC showing him training for a launch to space with the title: “Beyond Performance”

Activation Overview

One. Final. Mission.

There are very few mountains Lewis Hamilton is yet to climb in life, but space is one of them. Thanks to IWC, Lewis was able to get closer than ever before to scratching that itch.

The Hero Film shows Lewis training and experiencing what it takes to become an astronaut, as well as what crews endure to prepare for their mission to space.

Before last year’s 2024 Qatar Grand Prix, Lewis was invited to the premiere of the “Beyond Performance” Film at Qatar Airport, next door to the IWC pop up, along with a group of VIP IWC Customers and a selection of global and local media outlets to take part in a moderated Q&A to talk about the film.

Qatar GP Race Suits

Qatar GP Race Suits

IWC collaborated with the Team to create special edition white race suits for the Qatar Grand Prix, which were later unveiled in front of invited VIPs and press at the exclusive event before being seen on track across the weekend and on Team social channels.

Objectives

  • Building excitement before Qatar GP and the Film Launch amongst the public and IWC Customers

  • Creating a memorable moment around Lewis’ final activation with IWC

  • Spotlighting the new IWC product and special race suits

Fan Feedback

Fan Feedback

"A beautiful parting gift to Hamilton from IWC after years of association… with the Stem Kids watching in awe and inspiration was just magical."

Lewis Wore...

Lewis Wore...

Lewis wore the Pilot’s Watch Performance Chronograph 41 Mercedes-AMG PETRONAS Formula One Team Watch during the activation and the Qatar GP Weekend.

George Wore...

George Wore...

George was seen wearing the Pilot’s Watch Chronograph TOP GUN Edition “Lake Tahoe” Watch for the Qatar GP weekend, matching it to the special edition IWC race suit.

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