IWC Schaffhausen, the luxury Swiss watchmaker owned by Richemont, competes directly with the two largest luxury watch brands, Rolex and Cartier, which both sell nearly 1m units per year each.

Jens Fabian Herdieckerhoff, a Former Marketing Director at both Cartier and IWC, shares his experience marketing IWC versus the two leading brands in the luxury watch market.

During this course, we will explore:

• Why IWC doesn't segment customers and leads with the product and heritage
• The power of using partnerships as a luxury brand to build trust with the consumer
• How IWC positioned the brand versus Cartier and Rolex
• The difference in heritage and storytelling between IWC, Cartier, and Rolex