IWC Revved Up in New Delhi with an Immersive Formula 1 Experience
Swiss luxury watchmaker IWC Schaffhausen brought the thrill of Formula 1 racing to the heart of New Delhi. At DLF Emporio, visitors stepped into a professional-grade racing simulator, experiencing the intensity of a high-speed F1 cockpit, while exploring a curated collection of IWC’s Pilot’s Watches.
The centerpiece of the pop-up was a state-of-the-art F1 simulator, designed to recreate the adrenaline, precision, and technical intricacy of real-world racing. Guests tested their lap times, competed on virtual tracks, and got a hands-on sense of the performance-driven ethos that IWC channels through its motorsport collaborations.
Alongside the simulator, the brand showcased its iconic Pilot’s Watch line, celebrated for engineering precision and aviation-inspired design. Featured pieces included the Pilot’s Watch Chronograph 41 Edition “Mercedes-AMG Petronas Formula One Team,” the Pilot’s Watch Mark XX, the new Performance Chronograph collection, and exclusive APXGP editions. The display highlighted IWC’s commitment to advanced materials such as ceramics, ceratanium, and titanium aluminide, reinforcing its reputation for combining innovation with durability.
Following similar activations in other Indian cities, the New Delhi pop-up reflected IWC’s growing engagement with the country’s luxury watch enthusiasts and motorsport fans alike. The initiative not only offered an immersive retail experience but also strengthened the brand’s presence in a market increasingly drawn to premium, experiential offerings.
The installation at DLF Emporio remained open until January 24, giving racing aficionados and watch collectors alike a rare opportunity to step into IWC’s world of performance, precision, and high-octane excitement.
