Through Scott Campbell
IWC Schaffhausen unveiled the campaign for its new Pilot’s Watch Chronograph 41 featuring Olympic gold medalist Eileen Gu. The 18-year-old is a rising star in freestyle skiing, a sought-after model and a budding university student who is responsible for promoting the modernity of the Manufacture on a classic design.
Illustrating the performance, innovation and technical excellence of IWC’s legendary pilot’s watches, the Chronograph 41 also features a quick strap change system, allowing the wearer to quickly adapt their watch to different environments. With such a contemporary and versatile design, it’s the perfect choice for adventurers, athletes, fashion trendsetters and bright young talents, just like Gu.
Shot in a skateboard park and featuring action-packed footage of Gu on a skateboard, the new campaign is candid and thought-provoking. In the TV spot, footage of Gu skating in the park and on the tracks is combined with her speaking directly to the camera, asking the viewer to rethink their preconceptions and pursue their dreams, whatever they may be.
She explains, “Our stage is not the future. Our stage is now”as she speaks to her modern, multi-faceted generation.
In the campaign, Gu perfectly demonstrates the talent and determination she has relied on in her career, speaking with confidence and passion. Entering the world of freestyle skiing when she was just eight years old, Gu has broken record after record over the past decade, most recently becoming the first woman to land a double cork before 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 United States and Canada and becoming the first female skier to win four consecutive World Cup competitions. world of freestyle skiing.
Eileen’s commitment extends far beyond her accomplishments in sports or modeling. From the start of her career, she has made it a priority to be a voice of change and an advocate for women’s empowerment, as well as a positive role model for the younger generation. It aims to inspire millions of young people to pursue their dreams and live meaningful lives.