IWC Schaffhausen has unveiled the campaign for its new Pilot's Watch Chronograph 41 with Olympic gold medal winning Eileen Gu. The eighteen-year-old is a rising freestyle skiing star, a sought-after fashion model and an aspiring university student takes on the duties to spread awareness of the Manufacture's modern take on a classic design.
Exemplifying the performance, innovation and technical excellence of IWC’s legendary Pilot's Watches, the Chronograph 41 also features a quickchange strap system, enabling the wearer to adapt their watch swiftly to different surroundings. With such a contemporary and versatile design, it’s the ideal choice for adventurers, athletes, fashion pioneers, and bright young talents, just like Gu.
Shot in a skateboard park and featuring action-packed imagery of Gu on a board, the new campaign is candid and challenging. In the TV spot, footage of Gu skating in the park and on the slopes is combined with her talking directly to the camera, asking the viewer to rethink preconceptions and push for their dreams, whatever they may be.
She explains, "Our stage is not the future. Our stage is now", as she speaks to her modern and multi-faceted generation.
In the campaign, Gu demonstrates perfectly the talent and determination she relies on in her career, expressing herself with confidence and passion. Joining the world of freestyle skiing when she was just eight, Gu has broken one record after another over the past decade, most recently becoming the first woman to land a forward double cork 1440 in 2021. She is currently enjoying an extraordinary competitive run, taking first place six times and second place twice in her last eight World Cup competitions in the US and Canada and becoming the first skier ever to win four consecutive freestyle World Cup competitions.
Eileen's commitment stretches far beyond her achievements in sport or modeling. From the start of her career, she has made it a priority to be a voice of change and an activist for women’s empowerment, as well as a positive role model for the younger generation. She aims to inspire millions of young people to pursue their dreams and live meaningful lives.
