Unlike the “other” annual watch show (and by that, we mean Baselworld), SIHH is an exclusive professional trade show, put on primarily by the Richemont Group, whose brands include some of the best names in watchmaking such as IWC, Jaeger-LeCoultre, Panerai, A. Lange & Söhne, Vacheron Constantin, and Cartier. The show itself is quite a luxurious affair, and each brand pulls out all the stops to highlight their new product offerings to retailers, journalists and VIP attendees. Yet year after year, it is IWC that manages to put together a booth that truly stands apart and astounds the crowds.
Last year, IWC recreated the deck of an Aircraft Carrier in one of the exhibition halls to demonstrate their ties to military aviation - we thought that would be a tough act to follow, not to mention surpass. But they did.