This year’s booth clearly differed from earlier concepts as well as any other stands at the SIHH. The main attention-grabber was a gigantic 3-D watch case from the latest Portugieser generation. Projections of various movements, dial colours and case colours gave the model an endless series of new faces, while a direct connection to the Internet enabled it to display the current time.

IWC Schaffhausen celebrated with about eight hundred invited celebrities from around the world, the 75th birthday of its legendary family of Portugieser watches. A gala evening attended, among others, guests and brand ambassadors like movie stars Emily Blunt, Christoph Waltz, Zhou Xun and Moritz Bleibtreu, film director and screenwriter Marc Forster, outstanding athletes like Lewis Hamilton, Nico Rosberg and Luís Figo, supermodels Adriana Lima and Karolina Kurkova and musicians Aloe Blacc, Ronan Keating and Mick Hucknall.

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The 2015 Spring/Summer Linea watches are about color, vibrancy and capture the very essence of fashion. Introducing four new timepieces to the collection, each Linea watch exudes dynamic energy, sure to add a touch of artistic flamboyance to women. The Linea collection is known for its interchangeable straps, allowing women devoted to the art of detail to express their creativity through a wealth of vivid, pop art-inspired colors that can easily be changed to create a new look.

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This collection invites the up-and-coming generation to take on new challenges and proudly accompanies it on the road to success. Naturally sought after by young people in quest of a promising future, the Classima collection is associated with the first academic or professional successes. Its affordable luxury puts it in an ideal position to bear witness to their numerous natural ambitions. The new generation is driven by positive values, together with optimism and a will to conquer and excel.

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