In a candid interview Georges Kern has recent with Swiss paper Le Matin, he spoke clearly as to the purpose of the Portuguese Sidérale Scafusia watch. It is to attract people to the brand, show off IWC's technical capabilities, offer media bait as something to discuss, and provide an ultra-exclusive piece for the world's top watch collectors (something which IWC did not previously offer). The project was never really intended to be a money maker. IWC will be happy to sell 10 of them per a year - and with the current market situation as it is, IWC expects most of them to go to Asian clients. The Portuguese Sidérale Scafusia will however also act as an eye lure at IWC brand boutiques around the world with it in the window.
IWC carefully chose the complications its new flagship piece was to offer. It has been well established that astrological complications are among the most alluring to high-end collectors and buyers. These complications tend to be less than necessary to their lives, but encapsulate the emotion and feeling one wants from a complex timing machine. There seems to be a strong connection to astronomical timing and prediction, that is shared among high-end watch lovers. I too am fascinated by such timepieces whose indications can predict or dictate what is happening in the skies. While purely emotional, it makes me feel like I have some special increased power over the heavens.
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