Chris-Grainger Herr talks Hans Zimmer and eternity at the IWC Watches and Wonders 2024 booth

Russell Sheldrake

There are 54 brands displaying at Watches & Wonders this year, and each of them has designed and built a custom booth, all trying to communicate their values and key releases in the most memorable way possible. IWC has never disappointed in the past, always creating evocative spaces, and this year is no different. Occupying a prominent space inside the Palexpo, it is the first thing you always see as you turn right after walking in and entering the Richemont end of the exhibition centre.

This year, IWC has decided to look far into the future. And in doing so the brand has built a world that immerses you into this forward looking vision through a depiction of its observatory in the middle of the booth and the music of Hans Zimmer providing the soundtrack to the whole affair. With running water underneath the displays holding the novelties, it is almost otherworldly. The IWC booth is always a great place to hang out at the end of a long day at Watches & Wonders, and this year is no different with a bar off to one side and an extremely relaxing setting.

As Herr takes us around the booth, you’ll notice the small details which speak to this year’s releases, helping to tell the story of how these watches have come to life as well as what to expect from them in the future. While these displays are always very much of the moment, there are often clues as to what the company is looking forward to in the months and years to come. Whether it is the focus on new materials, changes to a movement, or the personalities which underpin every brand. There is always something to look out for.

But enough of me trying to describe it to you, check out the video for the full tour with Chris and Andrew. And watch out for the surprise release of this year at the very end.