May 9, 2011
Swiss watchmaker IWC Schaffhausen is flaunting exclusive images and content of its Portofino timepiece collection available only in May issues of Modern Luxury publications, shot by renowned fashion photographer Peter Lindbergh.
IWC products are seen on celebrities such as Eric Dane, Matthew Fox, Kevin Spacey, Cate Blanchett and Elle Macpherson in the magazine’s print, digital and mobile versions. The campaign was shot in Portofino, Italy to promote the brand’s new products.
“The exclusive piece with Modern Luxury allows IWC the reach across all the major U.S. cities and supports their network of retail stores with visibility and generates strong buzz for the brand,” said Deborah Tauber, vice president of jewelry and watches at Modern Luxury, New York.
“Modern Luxury's distribution and retail partnerships provided a great platform to announce the new Portofino collection,” she said.
Modern Luxury is a luxury lifestyle publisher with 30 titles across 12 major cities in the United States. The publications produce local coverage of the finest in art, culture, design, fashion, dining, nightlife, travel and trends.
The Portofino watch collection is described as "the unassuming star of the IWC collections, an expression of understatement and good taste."
The Portofino watch
The images were debuted in the May issues of the Modern Luxury publications such as “Miami,” “Manhattan” and “Angeleno.”
Beginning of the Portofino spread
The campaign was shot in 2010 in the star-studded Portofino to celebrate the relaunch of IWC’s iconic watch.
The content coincides with the release of Modern Luxury’s travel issues.
This includes a roundup of luxury destinations which will be read by more than 635,000 affluent consumers around the U.S.
The eight-page spread in the middle of the print versions are glossy and entirely in black-and-white.
The article shows celebrities on speedboats, in cars and against beautiful Portofino backdrops.
Mr. Lindbergh photographed some behind-the-scene pictures, where cameras and other equipment are seen.
The next ad after the spread is one for IWC watches.
In addition to print, the publisher also boasts 290,000 iPad downloads. This content will be shown on this medium, as well.
Finally, Modern Luxury had a digital push to promote this partnership.
This includes the same content and imagery on the online versions of the magazine as well as emails sent to the brand’s customers.
These digital flaunts drove traffic to not only Modern Luxury’s site, but IWC’s, as well.
“Modern Luxury has created a dynamic communications platform to further capture the spirit of the Lindbergh shoot and celebrate the relaunch of IWC's Portofino watch collection,” Ms. Tauber said.
In addition to IWC, Modern Luxury publications market a multitude of luxury brands.
For instance, in the May issue of Modern Luxury’s “Angeleno,” the inside cover pages are a spread from Italian designer Valentino.
Additionally, the publisher’s “Manhattan” has a tri-fold front cover ad for German automaker Audi.
Other brands advertising in Modern Luxury publications are Omega, Chanel, Bulgari, St. Regis, Rolex and Louis Vuitton.
Competitor luxury-focused publications have recently shown advertisements from upscale brands.
For instance, Brands such as Dior, Estée Lauder, Cadillac, Marc Jacobs and David Yurman have retained their positions as front-of-the-book advertisers in the May issue of W magazine, indicating that as long as luxury brands keep paying for print advertisements, consumers will be persuaded to keep buying the products (see story).
“Modern Luxury has provided such in depth support on a local level for years,” Ms. Tauber said. “[The publisher] has created a very efficient national network for brand expression in print and online, while driving desire for all things luxury, and hitting consumers at their touch points.
“Modern Luxury's distribution diameter in each city is directly around the IWC retail partners, having a direct impact of sale,” she said.
Rachel Lamb, editorial assistant on Luxury Daily, New York