IWC Schaffhausen | The Mirage of Time
2022
CLIENT: IWC Schaffhausen
Time and nature share something in common: both evoke in us a humbling sense of smallness. We often project human emotions onto them, as a way of finding resonance with forces far larger than ourselves. When majestic landscapes take on human-like qualities, they awaken a profound awareness of time’s weight and presence.
In collaboration with Pantone, IWC Schaffhausen released the “Lake Tahoe White” color, inspired by the famed ski destination. At the heart of Lake Tahoe lies a small island; when viewed as the center of a watch dial, the entire landscape begins to resemble a figure gazing at a timepiece. This serendipitous alignment felt like it was truly born for creation—a perfect metaphor for IWC’s fusion of time, nature, and design.
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