Read more in our #IWCjournal article: https://rebrand.ly/rxbcvmc

A little while ago, IWC and Friend of the Brand, Hans Zimmer, found themselves contemplating time and the concept of eternity. What does eternity feel like? What does time sound like? They pondered how to musically capture the cold morning dew, the low-hanging sun in the late afternoon, and the final glint of sunlight before the sky turns black and stars emerge. To answer these questions, the star composer set to work. The result is presented as part of this year’s IWC Portugieser campaign.

There are so many parallels between crafting a watch and composing or playing music. I think the main parallel, of course, is time. Because music can only exist in that strange place where, as the sound appears, it disappears. All that a watch is telling us as we see the hands moving from one place to the other is that time is moving forward. The other thing, of course, is that every little gear in the watch, every little part, is finely crafted. And there’s a fugue of different mechanical parts, just as music is a fugue of different notes and different harmonies, and all of it has to work together in harmony and in rhythm. The rhythm of the watch and the music is another very important parallel between them. Because if you’re out of time or rhythm, if your groove is all over the place, it’s never going to work.

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