IWC Schaffhausen and Mercedes-AMG have launched the Pilot’s Watch Chronograph Edition “AMG”. This timepiece is the latest product to celebrate the partnership that has linked the Swiss luxury watchmaker and the German car manufacturer since 2004.
Review: IWC Pilot’s Watch Chronograph Edition “AMG”
Retail price is SGD 14,000 inclusive of GST.
The Case and Dial
Crafted from automotive engineering materials, the Pilot’s Watch Chronograph Edition “AMG” (Ref. IW377903) measures 43mm by 14.9mm. It is a relatively big watch, considering both its width and thickness. Similar to the older models with the Valjoux based movement, the chronograph shares the same layout but with a simpler day date window.
The new model has a case made of extremely light and scratch-resistant grade 5 titanium.
The Grade 5 titanium finish gives the watch its matte grey appearance, inspired by AMG‘s signature Selenite Grey Magno paint finish. The dial features precisely woven carbon fibre, a material directly derived from AMG‘s aero components. These parts are produced in a complex process involving heat and pressure and are known for their remarkable lightness and rigidity.
The raw material is continuous carbon fibres, which are processed on weaving machines into textile structures, giving the end product its characteristic woven “carbon look”. The black carbon dial provides the perfect contrast to the silver chronograph sub-dials, reminiscent of motorsport instruments.
The gray tone luminous paint also provides the dial with sufficient contrast while keeping a similar style with the speckled grainy texture of the case.
The watch is paired with a fabric woven strap with the signature Pilot’s watch strap design. One downside of a fabric top glued-on is the shorter lifespan of the strap when the glued sides wear off and become brittle.
The Movement
The chronograph is powered by the IWC-manufactured calibre 69385, a robust movement that enables stop watch measurements of up to 12 hours. The chronograph function is controlled by a column wheel with a vertical clutch layout. The movement beats at 28,800 vph with 46 hours power reserve.
The Mercedes-AMG logo is emblazoned on the tinted sapphire crystal case back.
Concluding thoughts
The IWC Pilot’s Watch Chronograph Edition “AMG” is a good choice for a collaboration timepiece. The automotive redesign elements are modest yet congruent with the style of the watch.
However, with the exception of Roger Dubuis x Lamborghini and Richard Mille, watch and car brand partnership models across the industry do not have a significant stickiness for watch enthusiasts. Considering that AMG vehicles and IWC timepieces are both interactive tools, some form of interconnectivity between the two devices would make the two items even more complementary and increase their complementary goods inelasticity. For example, Rolls-Royce’s latest coach-build ‘tailboat’ has a dashboard compartment specially designed to fit a detachable Bovet tourbillon.
Unlocking a digital feature in the car, or some type of service with an ownership of both devices would incentivize cross purchase even better and make the overall offering more than just another co-brand model.
The watch is priced at EUR10,000.
