IWC would have three big names to slap on the front

If IWC asked me how to do this, I don’t think they would have liked my answer. I probably would have told them to insert a lot of tasteful nudes — where ‘calendar girl’ style women would pose minus wardrobes, brandishing an assortment of fine IWC watches. I don’t know about you, but I would have picked up the book to check that out. Unfortunately, IWC likely would have wanted to take a more prudent route and not risk offending its more conservative clients. Oh, well. Perhaps another brand will use my idea.

The plan to jazz up the book took time to develop. After a lot of ideas and matters of practically were addressed, the final result was to make a book within a book. What is a book within a book? Call it an intermission. There is literally another book inside of the massive book. It even feels different. The sandwiched literature isn’t really about watches — but more about how IWC products and personality can influence story telling. IWC was able to convince well-known, high-selling Brazilian author (of books such as The Alchemist) Paulo Coehlo to pen the book within the book. Because the rest of the book was filled to the brim with imagery, so should Paulo’s text. So IWC enlisted French artist and cartoonist Enki Bilal for the task. While not known too well in the US, Enki is a talented artist, and has some animated movies under his belt.