Swiss watchmaker IWC event brought together celebrities and brand ambassador Lewis Hamilton during the Miami GP

Publicity

Ahead of the second Miami™ Grand Prix, luxury watch brand IWC Schaffhausen invited a group of famous athletes and celebrities to compete with seven-time Formula One™ world champion Lewis Hamilton on the basketball court. The game called “IWC Chrono Challenge” was organized in collaboration with Miami-based non profit Dibia DREAM and marked the first of several events during the three days of Jungle Plaza by IWC, in the heart of iconic Miami Design District. IWC Schaffhausen celebrated its return to Miami with the acquisition of Jungle Plaza in the city’s Design District. For the “IWC Chrono Challenge” the watch manufacturer created a full-size basketball court. In the background, a giant mural depicts IWC brand ambassador Lewis Hamilton wearing the newly announced Mercedes-AMG PETRONAS Formula One™ team watch with a Miami Pink rubber strap. The “IWC Chrono Challenge” marked the first of several events at this venue and outdoors, and saw two teams competing against each other in three different basketball skills challenges. “Team Pink” was led by Sir Lewis Hamilton, American actor James Marsden and former professional football player Antrel Rolle. Canadian actor and author Simu Liu, American Olympic skateboarder Jagger Eaton and Dibia DREAM founder and CEO Brandon Okpalobi formed the opposing “Team Green”.

Three basketball skills challenges

In the first challenge, players had to dribble and jump towards the basket, trying to make as many layups as possible in 60 seconds. Then the contestants attempted to score as many free throws as they could in a 30-second buzzer beating challenge. Finally, two players took turns shooting from various defined points on the court. With each ball that landed in the basket, they received a letter to spell the word “Chrono” – a playful reference to the recently launched chronograph. F1™ legend David Coulthard hosted the event, supported by former college basketball athlete and Laureus USA Program Officer Tiffany Aidoo. Hollywood actress Monica Barbaro was responsible for keeping the scores and timing of the challenges accurate. On the court, the highlight of the “Team Pink” players was the Miami Pink rubber bracelet of the Pilot’s Watch Chronograph 41 Mercedes AMG PETRONAS Formula One™ team model, reinforcing the actions of the brand with the team. Pink accents were also featured on the driver’s gloves and shoes during the race weekend. “Team Green” sported the chronograph on a green rubber strap. The watch in a light and rigid grade 5 titanium case was originally introduced at last year’s Miami Grand Prix™ in a kit with a green rubber strap and a black cowhide strap. It is the first official team watch that IWC has produced for its partner, the Mercedes-AMG PETRONAS Formula One. The event proved to be a success for the brand and showed the select public how it is possible to combine business and fun in the branding work of international companies.