Welcome to SIHH!

It’s here and it’s exciting. Walking by, you see the IWC Booth

Notice something unusual behind the entrance?

Indeed, it looks very much like an F18A supersonic jet, flown by Top Gun pilots. By the way, some of the parts, like the canopy are authentic. You just have been transported to the carrier USS F A Jones.
You’re also greeted by a very attractive crew from the Navy:

You also get to fly the jet –it’s a flight simulator. Here, learning the ropes is Sean Li –a forum member, good friend and also editor of Revolution magazine in Hong Kong.

Afterwards, you can sit in the lounge on the carrier:

Or go up to the bar for a drink:

The bar, like any good US Navy ship, is stocked with all sorts of American goodies –from Budweiser beer to candy like M&Ms and cookies like Oreos. Everything except the coffee ;)

It's amazing - as expected.
Thanks for these first impressions and have a good time ( I bet you have )

Looks great - wish I could be there! One of these years;)

Can't wait to see and experience it later this week.
Regards,
Kevin

Great photos!!!!!! Thank you Michael.

W O W !!!
I wish I was there. The novelties are very amazing as well. Impressive and well engineered providing big emotions.
I just sit and try to get sorted.
Almost forgot: Have a wonderful time in Geneva, Michael and all the other forum guys that are able to join. Enjoy yourself (of course you will) and keep us posted. We're with you.
Tilo

WOW - can't wait for Thursday. I'll be heading for the airport to start my journey towards Geneva in 45 minutes :-)

Amazing - besides having probably the best new line-up of watches in the 2012 Richemont hanger, IWC definately must be the winner here too for the best stand design of all the brands.

Way to go IWC - cannot wait to see all of this.

Thanks for sharing MF!

Best regards
Mark

Exactly what I have been waiting to see, other than the unveiling of the novelties, of course. Thanks, MF

...and MF, please sign both myself and my bank manager up for the emergency evacuation trainingbeing held by that fantastic Navy Crew there.

Becuase for sure, when I see the collection, and get up close with these magnificent watches on Thursday, that I will need to make an "EMERGENCY" call to my Bank Manager!

Way to go IWC! Thanks You for this fantastic fleet.

Best regards
Mark

Mark --I love many of the other brands, but strictly in terms of Booth presentation nothing else comes close. Not at SIHH this year, not at SIHH in prior years (and this is my 10th SIHH), not at Basel --and probably not at any trade show. This Booth is incredible. The attention to detail, the realism and the creativity here are off the charts.

The Tour de France categorizes mountain claims, and the most difficult are "hors catégorie" or "beyond category". This Booth, this year, is "beyond category".

Wow, this is over the top stuff!
Looks like IWC has done it again in terms of creating a unique and distinctive setup at SIHH. Very well done. Have fun everyone attending!

Cheers,
Evan

Can somebody post pictures of all the new models for 2012 in the forum? that would be great. Thanks!!!

Hi Michael,
I've been to SIHH last time when the Pilot's watches were new back in 2006. And that was already great. But this year I think you're right: BEYOND CATEGORY hits the mark.
Tilo

The booth looks amazing. Can't wait to see it.

As usual Mark, as usual, it's kind of tradition already, I would have been surprised if it wasn't so :)

Incredible scenery, I'm looking forward to Thursday! I wish you all a safe journey and see you soon! Kind regards, Daniel

That looks fantastic! I'm sure we'll get to see more pictures here as the week progresses, and I'm looking forward to it.

Oh yes! There are watches, too!

It's going to be a fun week here on the Forum!