IWC is releasing this film as part of an extensive global advertising campaign revolving around its new Pilot’s Watches. In the movie, Lewis Hamilton is driving the Mercedes-Benz Silver Arrow W 125 around the Goodwood Race Track, when a Spitfire aircraft overtakes him. As the Spitfire approaches again in low flight, he pushes the “stop” button on his Pilot’s Watch Chronograph Spitfire (read more about this watch here).

Mercedes-Benz Silver Arrow W 125 and Spitfire aircraft
Mercedes-Benz Silver Arrow W 125 and Spitfire aircraft

Time freezes and the aircraft comes to a complete standstill in mid-air. After admiring the Spitfire from different angles, Hamilton releases it by pressing the push-button on his chronograph watch. The film ends with the slogan, “I can stop time, but nothing stops me”, highlighting the Formula One star as a man who is in control of his destiny, wearing a watch designed for individuals who require precision to master new challenges.

The new movie is a natural evolution of the 2017 campaign, which also featured IWC brand ambassador Lewis Hamilton. In the previous film, Hamilton used his Ingenieur Chronograph to stop time and halt the Mercedes-Benz Silver Arrow W 196 in its tracks.

Lewis Hamilton IWC Watch
Lewis Hamilton

While the concept remains the same, the addition of the Spitfire brings together the worlds of vintage motorsport and aviation. By creating a link between these two fundamental pillars of the IWC universe, the film celebrates the brand’s passion for mechanics and engineering. The relationship between Hamilton and IWC builds on the long-standing and fruitful collaboration between the Swiss luxury watch manufacturer and Mercedes-AMG Petronas Motorsport.

IWC Pilot’s Watch Chronograph Spitfire Lewis Hamilton
IWC Pilot’s Watch Chronograph Spitfire

With the Mercedes-Benz Silver Arrow W 125, a Spitfire aircraft and our new Pilot’s Watch Chronograph Spitfire, the movie brings together the spirit of adventure of the driver with the performance, precision and beauty of the machine. We pair these icons with IWC brand ambassador Lewis Hamilton, who is not only a living legend in his sport but also a style icon. In doing so, we underscore IWC’s appeal to a discerning audience with an appreciation of masterful engineering and timeless design,” explains Franziska Gsell, Chief Marketing Officer of IWC Schaffhausen.

Lewis Hamilton Advertising IWC
Lewis Hamilton

Shot On Location At The Goodwood Race Track

The movie was shot on the Goodwood Estate in the South of England. IWC has strong ties to this country retreat, which has been synonymous with the exhilarating worlds of aviation and motorsports for decades. In 2015, the brand became the Official Timing Partner of the Goodwood Members’ Meeting, an exclusive classic motor racing event. Goodwood Aerodrome is also the home of the Boultbee Flight Academy, the first recognised Spitfire flight school in the world, which has had a close partnership with IWC since 2018. Pilots Steve Boultbee-Brooks and Matt Jones will take off from Goodwood this August for the “Silver Spitfire – The Longest Flight” expedition: the first circumnavigation of the globe in a Spitfire. IWC Schaffhausen is lending its support to this exciting project as the main sponsor.

Watch the campaign movie here: