With admiration and respect, but concern, for IWC

I cant agree more... nt

It is an interesting comparison

If we look back ten years (and I had a flick through Wristwatch Annual 1999) the Swiss watch industry in general produced more subdued styles of watches. As BIG and bold has taken over, the entire industry is following that line and IWC has certainly been ahead of the big trend. IWC is not alone in the move away from subdued styles. I think the marketing emphasis has changed from engineering, performance, and workmanship to one of style without giving up those three essential IWC characteristics. The emphasis on style has introduced IWC to new buyers (and ultimately collectors).

What would be interesting is a sales breakdown of the classic pilots watch versus the Spitfire line - one subdued and one more bold. The question probably answers itself in that only the 3717 Pilots chronograph and the 3255 Mark XVI remain - no dopple, no UTC, while the more bold/modern Spitfire range is still there and it would not be in production if it was not selling. Style is winning.

I'm no fan of the big watch trend and my wallet has been pointing in the vintage direction, but I do wonder if collectors are the best judges of what will sell. The Ref 3227 Ingenieur has been dropped from production, a watch I thought would be in the catalogue for years and be selling many thousands a year. But it has been replaced by something bigger that will probably sell many more than the Ref 3227.

The watch industry not just IWC has changed and while we might take a nostalgic look back, times have moved on even if you and I have not moved with it.

Cheers from the cellar

The margin to move within, and one's point of view

I like this analysis. IWC as a subdued brand, to put it shortly. The general taste has certainly changed these last few years, short again: towards big and loud. IWC has to move with this movement of taste, or else perish. Still, there is room to manoeuvre, and this is the interesting part. Being subdued and technical can be seen as part of the traditional roots of IWC, you cannot betray them too much. So, you move carefully into the direction of big and loud, being relatively subdued, but not too much. IWC chose to go all the way with size, but not with loud, as I can easily see in watch magazines, where other brands are having a party when it comes to loud. In a clever, difficult, and as I see quite succesful way IWC manages to keep the ties with tradition and roots on the one hand, and to win over a new, fresh audience on the other hand.

Whether you like it or not is a matter of point of view. If you feel a bit like the market you may feel quite at home with the new watches of IWC: I feel that way, there is a lot to enjoy. But if you are a strict follower of the traditional values, then you might feel the brand is leaving you, you may even feel betrayed (well, well) and annoyed. I think this is as well understandable as it is understandable that a brand may not pay too much attention to it, as it has to succeed.

Kind regards,
Paul, wearing another example of both worlds, the steel VC Portuguese

You and I may not have moved with...

the watch industry in general, and IWC in particular. It is our prerogative. I bet you that, if we stay put and faithful, we may still have the opportunity to welcome both back, to the sober times when less was more. I will not gloat then. :-)
Meanwhile, there are the (real) vintage IWCs.
Tony, an assumed vintage curmudgeon, wearing a Mark 11.

for once, we 100% agree here (nt)

I keep trying ,-) (nt)

With admiration and respect, but concern, for IWC

With all due respect, if someone buys 45 highly priced products from a single company in 9 years, than I believe that the company in question has excellent marketing.

IWC, Omega, Breitling they all do it. As long as there is demand they will supply it in all colors, shapes and sizes!

Exclusivity is not an issue for me!

Of course I am a bit late on this topic but my opininion is I completely agree to Richard Sheridan and MF. Exclusivity was never an issue that attracted me to IWC. If IWC was somewhat exclusive that may have been because of limited marketing power in the past. But any company should try to make the best thing possible to compete on the market. And IWC is doing extraordinarily well.
IWC has developed amazingly good products and many of them in the last 10 years. One can see on this forum that many people like most of them. Of course not everybody has to love them all. For me personally I don't know of any company that I like so many products from. I think IWC is in the best shape the company has ever been. And I appreciate that.
Tilo