The IWC Problem: Why Does No One Buy IWC?

[@iMoha46]

the IWC problem is that I can’t AFFORD IT

[@BrittPearceWatches]

🤣🤣 you and me both!

[@jonathanvandriessche]

Amen 😁

[@MarzB-le3pv]

I was very interested in the new Ingenieur but the retail price is ridiculous

[@TobiasHenreich]

Made my day 😂

[@emmanuelrodriguez5044]

😂 😂😂 good one!!

[@taitun4life]

Forget sizing. Pricing is their major problem. Solve that and they’ll move so much more quantities that they’ll see the real need to break into smaller sizes

[@swampscott2670]

Prices seem perfectly fine in this market. Sizing remains an issue even with some smaller options having been added. I was interested in the BP43 but even that is still too big. I’ll probably buy the XX at some point.

[@JRADisDPK]

Please find me a more affordable perp calendar with single crown rotating function ( not holes on the case that require pushers)made out of ceramic with exhibition case back with moonphase and 7 day power reserve with full applique indices with full super luminova and screw down crown .

[@AlsadsajsAlsadsajs-vl7th]

Sizing is fine.,,for my meaty wrists that is. The problem is definitely the pricing. Every time I’ve looked at them I end up spending less money on a Rolex, Cartier, or Omega.

[@JRADisDPK]

How can you compare a rolex to an iwc when it comes to complications and technological innovations ? There is no perp calendar , tourbillion , exhibitin case back ( minus the lemans plutona , and 1908) you want an exhibiton case back from rolex its a minimum of 29k for a 1908 . Lol its a joke the glazing your giving rolex when it comes to price tell me you only care about "status" instead of horology. ​@AlsadsajsAlsadsajs-vl7th

[@twang96]

IWC priced above Rolex when they should be more in line with Omega.

[@georgen26]

the ingeneur was the pinnacle of IWC pricing mistakes.

[@TylerKTanaka]

Agreed. Sad really, because it’s a great watch. If they launched it sub

[@watchman8817]

It has the new in house movement, looks great, and then there’s that Genta thing. At $11,700 the price would work for me if I liked integrated bracelets but I do not. Possible exception is the Royal Oak but that’s more than twice the price and you can’t have one. LOL

[@watchmetwist]

Yea. Not sure how they came up with that retail price.

[@user-cm3wd5hk1p]

@@watchman8817 it’s the same movement as in the Mark XX though.

[@watchman8817]

@@user-cm3wd5hk1p which is an awesome new movement!!!

[@manudaguin1567]

IWC is such a different style, you have to take it on with pleasure. We buy Rolex, AP or Patek for the sake of others, but we buy IWC just for our personal pleasure.

[@kaizen1723]

Very well said!

[@Eric888Lim]

as well as JLC )

[@dd-dd2co]

You mean your own lack of common sense.

[@scottlinton6577]

This one hurt a lot 😞 I own an IWC, Big Pilot 43, on the bracelet, with the blue dial. I’ve had it a year and honestly, it’s brilliant. IWC does not deserve any hate, their customer service in their stores is excellent too. Rolex could learn a lot from them in that department.

[@watchman8817]

Their Concierge service has no equal and the website is very good, and seems alive and functional.

[@charlesthehammer4097]

Another watch company that actually wants to sell watches to its customers, unlike Rolex where they think they are doing you a favor. Sounds like IWC might have to be one I consider in the future

[@denew.daugherty8844]

I have the Big Pilot that I bought in Schaffhausen at the factory boutique. I am a big guy and the size is fine with me. I then bought several straps for it at the IWC boutique once I retuned to NYC. I couldn’t agree more with these comments. Amazing watches. Incredible customer service. Great company. The best, single most iconic pilot watches made.

[@scottlinton6577]

@@charlesthehammer4097 I even got a text message from the IWC salesman the other week asking how my first year with the watch has been and if I needed anything else. Really great service

[@vl507]

Got a black Ingenieur last year. It just fits my personality and wears so well. Other contenders were the Chopard Alpine Eagle and black sub. After experiencing the shitty service from Rolex I decided I would never buy from them. Also, my friend showed me his super fake, $500 black sub from HK and I couldn’t tell the difference. The Mark XX blue dial been on my mind lately 😄

[@tonyr669]

I was a part of corporate America for about three decades. I eventually started my own consulting for management and technology and best practices. In this endeavor I dealt with many senior executives of Fortune 500 corporations. And I noticed that higher up the ladder the more likely the watch would be an IWC. It was almost part of the uniform. The big three would be considered ostentatious to wear at Headquarters, while the IWC with its leather strap, and efficient dial and movement seemed to appeal to, and match these execs’ personality. The were no Submariners, or Daytonas, and the most common complication seemed to be (albeit not prevalent) a small seconds window.. it was almost like a secret club.

[@eyeheartsushi2212]

Interesting

[@marcusrawlinson5024]

That's the start of something.

[@bluemystic7501]

That's pretty insightful as I've always felt that luxury brands are aimed to appeal more to the common man versus truly affluent people. Take Rolex for example; aside from the Apple watch, it's THE most common watch brand I see on people's wrists. Think about that. Should it be THAT common if it's meant to convey status, exclusivity, and success?

[@jager6863]

Rolex is for the middle class, whom want to be upper class, just like all the labeled fashion brands, not worn by the elites and the very wealthy.

[@martenmoore3429]

I agree. IWC stands for understatement with through the whole range outstanding movements. I always felt that it gets attention from people who truly appreciate watches. Whereas a mass produced Rolex draws the attention as a status symbol.

[@american_psycho1147]

Their problem is they are priced the same as Rolex without the collectability and value of Rolex. If you have 10k+ to spend on a watch, there is absolutely no reason to get an IWC over a Rolex, and that's why IWC isn't selling watches

[@edwardabraham2238]

I think this is true if you're focused primarily on resale value, but not quite if you don't care as much about that. Let's face it, paying anything more than a few hundred dollars for a watch is an emotional choice, not anything practical or reasonable. People buy premium watches because they appreciate the workmanship and details and mechanics that go into them. Well, there is just as much craftsmanship, detail and mechanics in an IWC as in a Rolex. Rolex is "collectible and valuable" not because it is a better watch, but because it is a better brand.

[@casualsuede]

I feel this could be a series, including brands like Baume/Mercier, Rado, Eterna, Ulysses Nardin, etc....

[@Harisampath]

rado doesn’t have any problem in South Asia as they are more recognised than Rolex

[@BrittPearceWatches]

I love this idea!

[@Juanjo191]

@@BrittPearceWatchesme too! Please make it happen 🙏🏼

[@Killwolf13]

Zenith in the list

[@Bestow3000]

@@Harisampath No they are not lmao. Rolex is still the most recognizable brand and Rado pales in comparison.

[@micheledante396]

Hi Britt, huge fan from Italy here! IMHO the real problem of IWC is... Richemont Group. As with Panerai, they're making disaster with their "commercial" brands (and some mistake with high end like VC). They're trying to sell more watches focusing on cost cutting - as well as other wathc group, it's normal - but most of their marketing is fictious: in-house movements that aren’t really in house but also are crappy, poor finishing and low quality at no sense price, and more. Market positioning is wrong: anytime I consider to buy an IWC, a PAM or a Cartier I easily find reasons to move away to other brands with very few regrets. JLC is nowhere in buyers radar (Reverso excluded), a huge waste of history. Hope Lange will survive. Fun fact: Baume et Mercier quality is in line with basic IWC and PAM model at a fraction of their price but still far from brands in the same price range (Tudor) or lower (Longines).

[@Countries_Watches]

absolutely accurate! E.g. +10k for the Ingenieur can' be serious.

[@ppuigmtube]

I've been an IWC enthusiast for a long time. My father owned an IWC, and I always admired their simple, manly designs and straightforward advertising. I own two myself-a Pilot Chrono from 2000 and an Aquatimer Titanium from 2005. However, something changed in the mid-2000s. Suddenly, there were too many versions, special editions, and drastic new designs (especially the Aquatimer). Prices skyrocketed, and it felt like IWC was losing its core identity. John Mayer's open letter on Hodinkee really hit home, highlighting many of these issues. While IWC might be successful with their new strategy, I don't consider them anymore because they've lost their identity, in my opinion. Unfortunately, the same shift has happened with other brands too (Breitling?). Back then, IWC was a great alternative to Rolex or Omega, but that seems to have changed. This is just my take.

[@CTizer]

Theyve been took over. Richmonts men in grey suits run the show. There still remnants of the engineering prestige and the design language. But its a sock puppet thats been animated by corporate demons. Its also woke as hell. IWC may never come back.

[@drnick40]

Thanks Britt! I am a huge fan of IWC. Their problem is the high price they demand. Buy pre owned!

[@BrittPearceWatches]

I think that’s definitely the way forward!!

[@pennfootball71]

mistake? It is their most popular watch and hardest to get

[@lancegordon4049]

I have an IWC Portuguese as my dress watch and I love it .

[@yamyphil]

Hold their value really badly. Second hand definitely the way to go. Poor residual value. Great watches though

[@hakanaxlund4316]

Always buy pre owned! Why? Because most luxury watches are all about the brand and very overpriced. Rolex being by far the worst in relation to overall innovation, design and quality.

[@coffeeboyclips1973]

I sold my Rolex op, omega seamaster and Tudor bb58 after I got my iwc mark 18, Iwc is the number one watch company for me.

[@henryzwartz5171]

Hi Brit, I’ve worked with IWC before. Great brand. They have been great innovators, I feel that is probably the heart of what has been missing in their marketing. Rolex built a legend around their products (sometimes based on falsehoods, as has been written about). IWC need to stop being obsessed with large watches. It’s going to hurt them in the long run of they keep that up. I reckon it will shift soon, and we’re already seeing it. I agree on your points, I’ve written about many of these issues on Fratello. Well done.

[@BrittPearceWatches]

I think you’re spot on here!!! And it’s so great hearing from Someone who has worked with them before! 😱 I agree completely! Great brand - but could use some better marketing. Especially because… THEY ARE A GREAT BRAND!

[@SillytanN]

not sure why u think they are obsessed with large watches while they always have 40-42mm in all of their collections even for some chronographs.

[@derosa1989]

@@SillytanN because they all wear large. The Portugieser is nearly all dial, and the 42mm case is 13mm think, with slab sides. The only watch that fit me at all is the Mark XX, mostly because it's still a casual look, so the fact it's still quite big on me is ok. But something more elegant or dessy, all their watches are way too big, except for the Ingenieur, which has some bezel width to reduce the face of the dial. But it's way overpriced.

[@borassictime918]

Great innovators??? 🤔 How so? Selling watches to the Nazis? Not very in-house in-house movements? Hitherto undreamed of profiteering pricing levels? If the luxury watch world (not just IWC) is going to become entirely dependent on ‘story telling’ (ie spin) to justify its price points to sell watches, it’s on very shaky ground. Sooner or later enough buyers will realise that the emperor is not wearing any clothes resulting in serious pain for many manufacturers.

[@henryzwartz5171]

@@SillytanN Their iconic tool watches were in the 36-38mm territory (except for the B-Uhr). That’s neglected territory for IWC right now.

[@enth1980]

I sold Rolex Milgauss and had to add cash on top to get the iwc ingenieur aqua. Yes Im totally odd man out, but I so love this Iwc ingenieur, fantastic on the wrist and incredible colour. Yes it does share the same movement as cheaper models. Superb dimensions, sits even better than my gmt rootbeer, and yes, people find it overpriced, which means less people got one, fine by me👍 Really recommend trying an Ingenieur on the wrist, way better than looking at internet pictures.

[@edkwok422]

I got the IWC ingenieur aqua too. My opinion is that people will not know the beauty and elegant of this watch until he/she wear it on the wrist.

[@bc8Sooners]

Wish they have blue dial. Black/white is boring, and I just don't like green watches.

[@complicatedtime]

I’ve been a collector of IWCs for the last 24 years and the IWC brand still makes up the largest part of my collection. Yes. You’re perceptions are correct. Their golden age of products was 1995-2005. They put out some incredible products - they had a clearer brand image and story. Georges Kern was good in expanding on Gunther Blumlein’s legacy with selling stories and lifestyle. It’s now a little “cloudy”…I do love the new Inge - but yet to buy one because it’s 25% over-priced

[@moneymikz]

Their problem is it’s very hard to tell a $500 pilot watch from a $10,000 one

[@marcusrawlinson5024]

It's true, most people don't appreciate or understand quality.

[@bertholdbach4959]

True, i can take a look at IWC or, Stowa, Laco, every other Brand that has Fliegers and can decide if I really want to spend 6-10x the money on a IWC.

[@michaellarsen8809]

I love my IWC Big Pilot Le Petit Prince❤ Its big, but an icon.

[@edkwok422]

Totally agreed

[@marcelovs818]

Same for me. I would never trade my Big Pilot for a Submariner or a Rolex GMT

[@paulschwartz2503]

I recently purchased the 41 pilot chronograph. I absolutely love it. Very wearable and versatile with the quick change strap system. Definitely a “ if you know, you know “ brand.

[@Mac_F87]

Exactly why I bought the Pilot Chronograph. Did want a Rolex GMT or Sub, but in this day and age most who don't know about watches would just think it is a fake. Then if someone is into watches they know about IWC.

[@riccardosoliani]

Hi Britt, just wanted to let you know we'll be sending you some watches soon! 😊 Greetings From Schaffhausen!

[@leung9401]

Oh, can you send me one too, while you're at it? ;-D

[@wristopia4101]

And you tell her in the comments?! Very professional lol.

[@OneZero73]

@@wristopia4101 I'm guessing that comment was for our benefit. IWC wants us to know that they saw the video and appreciated Britt's coverage of their brand. And we now also know to look our for more videos about them.

[@wristopia4101]

@@OneZero73 Just seemed very very unprofessional to me, but everyone can make their own minds up. The kind of thing a micro brand would do IMO.

[@nickyarka6929]

If JLC is "Watchmaker's Watchmaker", IWC is, unfortunately "The Luftwaffe's Watchmaker". I think that's the primary reason IWC tends to avoid talking about heritage in an industry where it's more and more the norm.

[@gabigolz]

Yes. And it’s why I won’t buy their watches even though they then produced for the good guys too

[@sgassocsg]

@@gabigolz hypocrite you are? do you also refuse other German brands? Miele, Lang and son? funny that. How long will you punish the German people? Do you refuse Japanese brands too? Mitsubishi and a host of others? How far back do you go when punishing entire ethnic groups?

[@jrapp1468]

@@gabigolzLol are you jewish or something 😂

[@verynormalman]

I wouldn't say that JLC is the "watchmaker's watchmaker".

[@ivanharlokin]

"I'd like a watch with the same design and history as a Stowa or Laco, but I'd like to pay twenty times as much, please"...

[@ams914]

They're much nicer. You pay a premium to get "much nicer."

[@dantimber]

@@ams914 Yeah IWC is much higher quality. I'd like to buy an IWC 36mm sports watch without a calendar. If you're reading these comments IWC please make more smaller watches and please delete the calendars!

[@neil222222]

Thats like saying a Patek Calatrava is like a Seiko Presage because they are both dress watches

[@oxxoearth]

Simply buy Stowa or Laco

[@sharpe8888]

​@@ams914Business class is nicer than economy, but it's not 20 times nicer and it's not priced that way...

[@professor_steelbottom]

I have a Mark XX on bracelet, it fit perfectly in the store and I just love it. I would be hard pressed to spend the same amount of money on another watch because I don't think I could like anything better. It is so good looking, micro-adjustment on the clasp, and 120 hr power reserve.

[@Jin7446]

White dial bracelet, agree with you 100%. Simplicity amd efficiency at its best

[@erikknudsen2971]

For fliegers in particular, I have a hard time grasping spending thousands on a type A or B watch when so many other companies make the same basic design at a fraction of the price (see Laco).

[@melondoc]

Came here to say the same thing - I was excited about the $9000 IWC Big Pilot but not justifiable when Laco sells you a similar looking flieger with similar heritage for $1500. I understand the difference in finishing and movement, but I'm not sure it's worth $7500 extra to me.

[@gabillionaire]

can’t really compare though, Laco is sooo thick

[@jraohana537]

Stowa too...

[@_msc-ds9sj]

These are very different - the big pilot runs one week …

[@_msc-ds9sj]

I like the big sizes …. It looks very much like a tool watch should look like

[@keirtomasso9664]

I love this brand! It was one of my first watches because of my appreciation for their partnership with Mercedes for all these years. I have about a half dozen IWC now and I have had the good fortune of meeting the CEO, President and NA Sales Manager, as well as have formed a great relationship with the manager and a sales rep in the Miami store! The watches are amazing, the company is a joy to do business with, and I love that when I send an email to the President he actually emails me back!!! Al because we met May of 2023 and he liked that I was wearing my limited edition Nico watch. Folks buy these watches. I just got the ceratainimum patronas AMG racing chrono and the black dial is amazing!!! The big pilot blue dial chrono with their movement (the smaller dial reference) is one of my favs and it wasn’t expensive!! Folks, buy these watches.

[@atosco87]

Also a problem is the thickness. Like omega, they need to shave it

[@BrittPearceWatches]

Agree completely!!

[@dannym5468]

They need to shave it 20% and that still wouldn't be in the territory as elite watches (don't expect them to be, just standard thickness is ok). Right now it's just like a new watchmaker that doesn't know how to do it like a swatch, Tissot

[@weiniesail]

As a pilot I wanted a top gun forever. But everytime I try it on in the store the thickness makes it unbearable.

[@ams914]

What's the thickness? 14?

[@dukes70]

@@ams914 44.5, 15.7

[@dukes70]

@@ams914 44.5, 15.7; 41.9, 15.5 . The smaller will feel that thickness more.

[@oxxoearth]

I bought 4 IWC, love them and I honestly don‘t care why others perhaps don‘t buy it. Yes, price in general for all these watches from several brands can be questioned, not only from IWC. I don‘t think there is anything wrong with their brand identity and i also find those things too overrated.

[@BarryDalton]

$5k is still crazy expensive for a pilot’s watch vis-a-vis Hamilton, Laco or Stova

[@erikknudsen2971]

Exactly!

[@curatortan4118]

I have Hamilton, Lacos, and IWCs. IWC is in a different league....

[@DaemonViews]

@@curatortan4118but they obviously should be since they cost 10 times more. And it's not for me.

[@Youy0u3010]

One is crazy to compare Laco or Stowa to IWC 😂 different league. Fit, finish, bracelet, movement and heritage ………..no contest absolutely none.

[@manofthehour_]

IWCs punch in a much higher weight class than those other brands. The only thing they have in common is that they are pilot style watches.

[@MrMarcob73]

I do have also IWC piliot chrono in my collection! They are beautiful watch, i get a lots of compliments about it. If people are so boring to stick buying a rolex submariner or a such a plane boring tudor with average moviments is their problem. IWC worth the money, they are even cheaper for the offers they have. A watch lover must have a IWC in collection.

[@BrittPearceWatches]

Ouuu I love this!! The one I am the most tempted by is a 39mm spit fire! I think they’re so cool!

[@BobLorrimer]

I saw a blue Pilot XX IWC featured in a recent Australian detective series and I became obsessed with freezing the screen to the detriment of the storyline. Excellent outro clip.

[@zachkramer1770]

I recently bought 2 IWC’s - mark XX and Lake Tahoe. I love them. Super good quality, but thing that stands out the most is their legibility. They’re not without they’re quirks though

[@davidhofer7744]

Love the Lake Tahoe Edition 😍 such an Banger!! And the Mark XX is my favorite Watch all time!! I‘m getting tired from all the rolex,tudor hype.

[@TobinPT]

IWC are probably the most beautiful watch brand in the world. Specially the portuguese models! Top quality and beauty all together in their watches! A MUST for every REAL WATCH LOVER!!!

[@DonAl9114]

IWC is an amazing brand. Myself I bought a number of different models over the last 30 years. Whenever I sold a watch again, I was shocked about the low price level. I kept one pilots chronograph that I will always keep and pass on to the next generation. You are right , the brand doesn’t use their heritage to much in order to promote their turnover. 😊😊😊🇩🇪

[@hourstriker]

I currently own three IWCs and along with AP is my favorite brand. I have two Top Guns in the Chrono 46mm and the Big Pilot Perpetual Calendar. Value for dollar on both of those watches is nuts. They are both crafted out of ceramic (look at ceramic prices from other Swiss brands...), the Chrono has an in-house flyback chronograph (once again look at what other brands charge for that) and the Big Pilot Perpetual has one of the most user friendly crown operated perpetual calendars out there. At 48mm the perpetual doesn't feel cramped an has ample space to display the abundance of information that goes along with a perpetual calendar. My third IWC is a GST Aquatimer 2000 in titanium... probably the best divers watch ever produced. I do agree there is so much they could do with the Aquatimer. The Big Pilot retailing close to a GMT Master II is understandable, it does contain an in-house 7 day movement and isn't mass produced on the scale of Rolex. I do think IWC marketing was at their peak with their early 2000s not so PC ads for the newly released Big Pilot, Portuguese and Aquatimer... maybe something to get back to. Everyone still talks about those ads.

[@charles_the_elder]

I watch a lot of (American) Football during the season and I always notice the watches the announcers wear. Troy Aikman, the Hall of Fame quarterback, always wears an IWC Big Pilot. It really stands out when all the other announcers are wearing shiny gold and jeweled watches. It looks great.

[@fredstahl2823]

Troy keeps himself in amazing shape. While not the biggest NFL player by a mile his hand and wrist size (as all NFL Quarterbacks) are giant. He can pull off a Big Pilot with ease: as could Sly when he was in full juice form in his younger years

[@mauricemaffeo8080]

I have an IWC Pilot GMT, metal bracelet purchased + 25 years ago. Pure class!

[@charlymagne]

I love the fact that IWC is not know to the masses. I can go into the shop and walk away with a great deal. It always exude class. It reminds me of Loro Piana. If you know, you know. I highly recommend you see them in person, the pics don’t do it justice. They have incredible pieces that are always available. I have a baby Pilot 36mm which is incredible and purchased instead of a Rolex Explorer 36. I can wear it with anything, even as a dress watch. I also have the 41 Chronograph, which has an incredible wrist presence and it often outwears my submariner. The Portugieser is an awesome dress watch. The 40mm is one my favorite when I need to dress up. I love Rolex, but IWC is special.

[@poloman888]

Out in the wild, when I see a Rolex or Omega on someone's wrist, I recognize, but it just registers blankly. But when I see a JLC, IWC, trinity, etc., I tend to pause and look at the wearer.

[@albertgoller4064]

Hi Britt, excellent job done. I own two Portugiese IWC's. I like the clear, non nonsense design and it's not prolly like almost all Rolex.

[@johnmalone8790]

Absolutely love iwc... The fact KZbinrs dont bang on about them makes me love them all the more... A classy watch brand that isn't advertised absolutely EVERYWHERE!!! Oh, and I've just purchased a Portugieser ❤

[@E..M..]

The problem with IWC is that the Richemont Group has lost its mind in its pursuit of satisfying its shareholders more than it cares about its customers. After you’ve seen IWC’s prices, have you seen their “in-house” movements? Prime example, the Ingenieur you mentioned. It’s a pretty standard mass produced stainless steel case with movement made by Val Fleurier (also owned by Richemont). And you can have it for… £10,500… Or, you can have on of it’s brothers, the Baume & Mercier Baumatic for a third of the price. Their other “in-house” movements are based on expired ETA patents. Yeah, IWC should be in noone’s radar and no watch ‘nerd’ should be supporting their ridiculousness.

[@LulzRoyce]

I own a black on black porteguiser 41. Wearing it now. Love it. Best looking chronograph on the market imo.

[@ztunelover]

IWC servicing costs terrify me.

[@anjovicsy]

May i ask what watch you had serviced and how much? I'm curious lol.

[@sujpuj]

How much bro?

[@ztunelover]

@@anjovicsy im fairly new to this hobby so far none are in the window, but I know my black bay gmt will be around $500 cad for its first service in 5 years. Coworkers dad has an IWC and I think it’s in the 4 figures per service.

[@philipgabriel8897]

​@@anjovicsy I accidentally broke my iwc watch (water damage via my crown, movement stopped cause rust problems inside) ruined the dial and all. Had it fixed here in manila 🇵🇭 via the iwc service center. They charged me around 60,000 PHP = 1022 USD. Complete overhaul , they had to send it overseas and took around 4 months. The watch I completely screwed btw was the mark xviii. I was told if I had any of the iwc watches that had the inhouse movements, that I'd end up paying double more or less. Ps: general watch servicing for my iwc would be around 25000 PHP = 420ish to 450 USD. Prices vary depending on the complication and movement

[@sharpe8888]

I seem to recall a friend of mine paid $2000 to service his big pilot!

[@meandertaker]

Some brands give you the feels (whether they stir positive or negative emotions). I like IWC because they’re ‘boring’, and boring watches mostly stand the test of time, but if someone wasn’t into that kind of design language it comes across as just cold. IWC leaves most people cold.

[@BGregS]

A lot of the things you describe is why I love this brand. The watches are beautifully engineered, refined, and aside from the case size of the big pilots, fly completely under the radar. They’re not pretentious and only those of us in the community would recognize them. For example, when I wear mine and someone notices, I know they are truly wired in, and I appreciate that. These watches are to me, a community within a community. For me, that’s one of the draws to the brand.

[@watcheswithabdullah]

Hey Britt! I think aviation-themed watches are always a tougher sell, when compared to land or sea-themed watches. More people explore and swim than fly, which makes water resistance more relevant than a big-crown. Look at Breitling, Bell & Ross, Laco or even Bremont (at least the previous generation). While they all make excellent watches, they attract a niche group of collectors. Another thing is that divers, chronos and field watches have appeared in movies, that have added a 'cool' factor associated with them. Aviation watches are still largely behind on that front, which makes them even lesser appealing to the mainstream collectors. Fun video as always!

[@AndrewARR-f9h]

If you think IWC has a problem you really ought to look at Panerai. Their boutiques are always empty, every new product is easy to get. They have become truly irrelevant which is what I think you mean in your comments regarding the IWC brand. I agree with one of the comments below about IWC being a bit more ‘stealth’ than ubiquitous Rolex watches. I first bought an IWC UTC in 1999 and back then it was unheard of to most people. There was a cache to IWC - they were cool, understated and had a unique aesthetic. Now they have diluted their brand and are trying to be too many things to too many people.; ‘jack of all trades and master of none’ . I would recommend they simplify their range, have more consistent pricing with less extremes and build a core message around the key brand value. Forget the F1 bollocks - that will always be shorted lived and is miles away from their core values.

[@denniskai2331]

They really should buy IWC XX. I own the green one. They are the most elegantly masculine legible watch you can buy. On top of that they are truly incredible strap monsters. With the new strap change system - it's the easiest swap out process - you can go from IWC straps/bracelets, to natos, to regular straps almost instantly. I have one other IWC and I've got my eye on a 2nd XX. It's the closest I've ever come to a true GADA watch. IWC - if you're listening ... Give us some more pilot's watch color/material variations in the 40-39mm range :)

[@arcade15x]

Loved my Mark XX, but wish it was smaller, wish the numerals were lumed, and the minute hand jumping when trying to set the watch (when fully wound) was unacceptable.

[@denniskai2331]

@@arcade15x I haven't experienced that problem so far. I bought directly from IWC through their concierge service -- they were incredibly helpful and responsive. I'm having so much fun with my XX ... it's been pretty much daily for over six months. I've got a 7" flat wrist and it wears pretty well. However, I do understand the size complaint. Especially bc they're "all dial". I can't go larger than 40 with the all dial watches. However, the legibility is just so incredible -- it's a joy. My only gripe is that they don't have anything like COSC/METAS and they don't advertise the accuracy of their watches. For the price, you feel like you should be getting at least COSC. I've since learned that they're striving for 0 to +7 seconds a day.

[@CujoInLV]

Just my .02. . . The counter-balance on the seconds hand is way too big. It’s half the size of the hour hand. The mark XII and XV seconds hands were perfect.

[@marekotrkal]

I owned Panerai, Omega, Tudor, Breitling, Fortis and IWC over the years. My Aquatimer GST 2000 never gave me problems, runs like a tank. Is 3 years overdue for service. Panerai also never gave me problems. But I have a soft sport for my IWC. I can rely on it.

[@LBenn302]

The IWC problem is that… for the same price.. I can get two omegas, or two tudors. It just makes no sense to me to buy IWC.

[@JDinHNL]

OMG! You just hit the mark - I’ve been wanting a new IWC, and wondered why I haven’t jumped. You can actually get THREE Tudor watches (or two for the latest), or two Omega watches for the cost of one IWC, and you’ll have a better watch.

[@LBenn302]

@@JDinHNL yup. Can get a Rolex explorer instead and so much more. IWC is for when you already have an established collection IMO.

[@ams914]

You're doing it wrong.

[@dantimber]

@@ams914 ?

[@LBenn302]

@@ams914 everyone has their preferences. Price has a lot to do with high end watch collecting brother, there’s no way around it. Some people have hundreds of Casios, some seikos, some Rolex. It’s all relative

[@watchartsci]

One of IWC's problems (for me at least) has been their use of IWC caliber names for movements that are actually ETA or Sellita movements. To wit: Portuguese Chrono-Automatic IWC - IW3714-17; IWC caliber 79350 is an ETA 7750. Most of their Portofinos have Sellita movements with IWC caliber names-Portofino Automatic (IWC - IW4581-01) with a caliber name, IWC caliber 35111, is a Sellita SW300-1 a -based movement. Generally, "in-house" movements are more expensive and represent a major investment in R&D. Much cheaper to use an off-the-shelf mass produced movement by Sellita with the implication that IWC is the manufacturing source. Who wants to pay premium prices for watches with less than premium movements?

[@trailerparkboysbestshow3327]

The richmount group are making a ton of money - just because the 10 people on youtube including yourself doesnt buy IWC, doesnt mean the rest of the world doesnt.

[@ionlawrence4401]

The Big Pilot feels amazing on the wrist. A beautiful watch that wears big, but smaller than you would think from reading the measurements.

[@ams914]

Yeah, I was surprised that I could actually pull it off. I wound up with the Big Pilot 43 because of the open caseback and that it basically costs half, but one day I'll get the Big Pilot. Probably when it gets an open caseback lol

[@Paka1983]

To me the best watch brand: great looking watches, robust movements and ABSOLUTELY PERFECT customer service and how they provide the service (they fetch the watch from your home and bring it back to your home after service). Also it's pretty funny that I don't know any douchebag that wears IWC.

[@dantimber]

Still many are too big.

[@Barefoot808]

ok, Im beginning to fall in love... with your channel. Keep up the good work!!!

[@JonnyS300]

My IWC problem is that for the money, there seems to always just be something else I’d rather have first. For example, last year I could have bought one, but I went and bought my Seamaster instead, and currently the next watch goal I’m working towards is a Santos de Cartier… if I could have bought an IWC pilot without it getting in the way of those, 100% I’d already have one. But in that price range, an IWC Pilot is probably only 3rd or 4th place on my wish list.

[@manoftomorrow5987]

I agree. I’m working my way up to that seamaster this year as well and the next move is the Cartier. IWC isn’t even in my radar at the moment…too many better options

[@swimmer751]

You nailed it here, it's 100% watch price and size.

[@niosanfrancisco]

Huge BP fan. (Have 3).

[@howardchiang3124]

To my mind, IWC is always more low key and such an understatement in comparison to, eg, Roles or Omega. That embodies their spirit of simple elegance.

[@silkar3028]

IWC is a watch for pilot. No matters if you’re flying an Airbus, or if you crashed your Boeing, the chunky arrow on 12 would tell you where the sky should be.

[@serenityinside1]

Crashed your Boeing ..😆- orbit crashed itself more like 🙄😯

[@JustMeTalking]

Here's my reason why I put IWC on ice... 1) I was very interested in their Portugese Perpetual Calendar but... it's very expensive, the service fees, and depreciation made me look at A. Lange & Söhne. What would I rather have, IWC or Lange... the Lange was smaller diameter as well. 2) I read some stories of woe... people messing up their settings on Perpetual calendars and having to return them to factory for reset. 3) For such an expensive watch purchase, like the above... I'd need a watch winder to stop me going mad... but then I couldn't put it in my Safe easily as it needs a plug socket... then if it wasn't set properly, I wouldn't wear it... I then realised, my other watches, Rolex, Omega, Grand Seiko, Cartier, Hanhart, G-Shock MRG are all easier to pick up and wear. So are easier and nice. If I then had just one dress Grail watch... it'd be A. Lange & Söhne... not an IWC

[@clarencebenjaminlim]

The IWC prices blew me away.

[@James-pl2oy]

You can never go wrong with a Pilot Mark Series. Yes, there have been models that were less than stellar but their current XX is spot on

[@eljayr4669]

I have always wanted an IWC but I had a lot of bad luck. The spec of the Mk XIII on bracelet was perfect for me so I bought it, the watch gained 16 minutes over night. I took it back and the shop gave me a very good deal on the Mk XX. I absolutely loved it but it gained 11 seconds a day. I took that back as well and got my money back. I loved the design of the watch but, for me, IWC was a big disappointment. I would have accepted 4 or 5 seconds a day and would have been pleased to have had it for my daily. My Rolex, Tudor and Omega Seamaster are all 1 to 2 seconds a day.

[@kaakie1]

I bought the Mark XX 6 months ago and send it back two times because it is running 11 till 15 seconds too fast a day. They cannot fix it. I am very disappointed about that. If you don’t are too keen on The accuracy it is a great watch and soooo beautiful!!

[@richarddunstan9247]

The XX style is the only favourite I have never owned due to this accuracy risk. I don’t fancy buying it to return for the AD to say it will be 3 months. Gaining 2 minutes a week is just a no go. For the cash we need some accuracy.

[@freddyt55555]

These stories sound like nonsense. The Mark XX has an in-house movement with an ETACHRON regulator and a microadjustment screw. It would take all of 5 minutes to get the rate from +/- 10 s/day down to +/- 4 s/day or better.

[@eljayr4669]

@@freddyt55555 you are probably right but I was so disillusioned I just wanted my money back.

[@waltonr5630]

And there are $400,00 Seiko models that shows -2/+4 s, within COSC limits. So, it is not only disappointing but also frustating...

[@TobiasHenreich]

I’m so happy with my IWC Aquatimer Chronograph and I’ll buy the recently introduced Portugieser 42 sooner or later. 😍 Oh and Kurt Klaus is a big bonus when it comes to sympathy points!

[@zhan9207]

Size and price

[@scottydogg78]

I own two IWC watches and they are great, I have a Big Pilot 43 green dial and an IWC Pilots Chronograph Woodlands , awesome watches that aren't the usual boring option of Rolex, Tudor and Omega for example of which I own a few of but my IWC's are cooler and more fun and the IWC boutique experience is the best I have ever had, absolutely second to known, in fact this experience alone makes me want to buy more (Ive been collecting watches for 26 years and have owned most of the iconic brands)

[@JimLecinski]

IWC neo vintage is the way to go Gringa, fixes all three of your problems. Mark XV is 38mm, reasonably affordable and is direct lineage to 1940s military pieces they supplied. Since that era yeah too big (or too small 36mm) and too $$$$.

[@monnierphilippe0]

Tha Mark XV had a much nicer warchface and hands, no inhouse movment, but who cares, quite reliable at a much affordable price. It is algo a watch that dos not scream mug me

[@petesjk]

IWC has an 36mm pilot watch that isn’t considered part of the Mark line, but I wish it had different hands. I would prefer something like the cathedral hands of IWC’s original pilot watch from 1936. Also, its price isn’t much different from the Mark or Spitfire.

[@JimLecinski]

@@petesjk yeah and it wears small. for cathedral hands, you'll need to find one of the "Battle of Britain" limited editions (no date!) from 2002-04. They fetch a high price but IMO this is my favorite of all the IWC pilots.

[@petesjk]

@@JimLecinski I’m part of Brit’s IBWC, so wearing small isn’t an issue for me. As long as I can read it easily, I’m fine with low profile.

[@ajparsons66]

Pricepoint! Pricepoint! Pricepoint!

[@ajhl1]

For me it's simple....NO options for smaller wrists!!

[@BrittPearceWatches]

Gah! I know! There’s a Mark XX that is 36mm and Spitfire is 39mm. But yeah… it’s mostly for larger wrists! 🙈💕

[@raghdahasan4941]

They have 34mm and 37mm portifinos in their lineup

[@ajhl1]

@@raghdahasan4941 Exactly!! Not much choice, no 36?? They think people still wear watches OVER the jacket sleeves!!!

[@tuliosouza8973]

Absolutely true for the pilot watches. Even at 39, a "all dial" pilots watch will look big on small wrist

[@MrPleers]

Agreed. Some watch brands seem to made specifically for Popeye. While my wrist is closer to that of the Pink Panther. 😞

[@allend1868]

IWC has a good variety and they are all beautiful watches. Why I can't purchase another IWC? Because of bad experience with their Richemont service center in Texas. For this reason I won't buy another watch from the Richemont group. A high price tag comes with an expectation of high quality servicing.

[@watchinout1897]

Bravo--you really covered the brand perfectly! I finally pulled the trigger on the pilot chrono 41...only because it's a 41!! Keep up the great work 👍

[@S.W.I.N.G]

I think IWC is a great brand, with an interesting history and some great models. There is a lot of value in their older stuff like you said the da vinci for those that like complicated watches and for sports watch fans the IWC Porsche Design pieces are a real steal like the ocean 500/2000 line. TBH they are one of the few watch brands that really push the boat out with new materials and technology creating some of the first titanium watches on the market.

[@bestboy897]

Its just too expensive for what it is

[@alexwollman9183]

Interesting and of course it’s all personal opinion but my MO is to find something you like whether it’s a car watch anything and then try your best to be able to afford it. Sometimes car like Hyundai creates a knockout and it’s pretty accessible. I have zero love for Rolex, and I’ve had a number of other big names and I’ve settled down to truly loving many versions of the big pilot. Yes, I’m a bigger person understated low bling/high-quality, know if you know kind of thing is a win. Keep up the great!

[@JonathanJudd-ve6lc]

I’ve got an IWC mark 17 in 2022. I got it because I saw the film Vanilla Sky back in the early noughties and wanted whatever the most recent version of it was. I love it

[@timothykuo4703]

I just bought a perpetual calendar portofino. Stunning watch, love it

[@fredericnanni5405]

Great brand. Owned many over the years and now the big pilot little prince. Great presence as I get older I can actually read it quite easily.

[@marcgirard7551]

The problem is almost entirely PRICE vs. value. IWC needs to cut their prices about 50% across the board. I hate to say it, but its the cold hard truth. The Mark XX is lovely, but it should compete with the Tudor BB and Omega Seamaster, maybe sitting right between them pricewise. They are way overreaching and trying to make customers pay for their marketing. The Ingenieur wouldn't stay in stock if they sold it for what it's worth ... about half of the MSRP they listed it at. Price, price, price. Great watches, great brand that is way overestimating the prices of their watches vs. the value they provide.

[@flop7217]

Doesn't the mark XX sit in between the mentioned prizes?

[@robd7934]

Great points Britt. I love IWC but I cannot get onboard with the prices of their watches. As an example the new Mark X which costs $5250 in the leather strap is $6150 on the stainless steel bracelet. That’s $900 more just for the bracelet. Too much. I would love to buy one but only at a lower price point.

[@RichMitch]

Dying for a white dial pilot and blue portofino

[@georgewang4276]

I think the three problems is SPOT ON and exactly why I don’t have an IWC in my watch box at least. Even for the ones they got right - the Lake Tahoe white ceramic Top Gun, I was actually going to impulse buy that watch except when the impulse was there, they tried to play hard to get.. and by the time they turned around to offer me one, about 1.5 years later.. I’m sorry the love was gone

[@sobewisdom]

Watch "Enthusiasts" can talk about mechanical prowess, looks, etc...all they want. But essentially it comes down to Branding. ROLEX is a solid watch, but not anywhere near the best horologically.

[@Eric_Nielsen]

Pre-owned, the Pilot's Chronograph 41mm is a screaming good deal. Legible, 100m water resistant, and sportyAF.

[@EvanderHolyfieldsLeftEar]

A watch does not measure time; a watch measures itself. "The objective reference of a clock is another clock."

[@BrittPearceWatches]

🤣🤣🤣

[@neil222222]

IWC make watches that feel luxurious in a way that is above Breitling, Omega, Tudor and even JLC (yes that's right!) although that luxury is subtle and understated and may come over as simplistic. They are in a quality niche in between Vacheron (above) and Omega below and that is a domain that is only populated mainly by one other brand and that is unfortunately, Rolex. Having prices at Rolex levels means that buyers will buy Rolex if they can. It's a pity because the watches are at least as good quality and the Perpetuals are way beyond the ability of Rolex complications. The XX is a classic and represent historic continuity at Rolex levels. The Pilot 41 Chronographs with the made for IWC, Parmigiani Fleurier column wheel movements are fantastic, especially the Boutique ones. The Perpetuals are getting to be a great alternative to the APs.

[@edwintreffers]

When I think of a buying a pilot watch I think of a Breitling Navitimer and not an IWC. And I like a name on the dial and not an abbreviation 🤪 Cheers Britt, really nice video 🥳

[@davidgant6720]

So you would really want international watch company printed on the dial? Seems a bit much.

[@BrittPearceWatches]

YOU KNOOOOW EDWIN! I’ve been thinking of you! BECAUSE I CANT STOP THINKING ABOUT THE NAVI!!! I really think I’m going to end up buying one in the next couple years!

[@fichambawelby2632]

You're absolutely right. I totally agree with your opinions. As a watch lover since I was a boy, IWC never "told me" nothing. And specially now, as Panerai (I own a PAM51), which both brands belongs to...LVMH maybe?...I mean, one of these luxury brands group. The price tag raised a lot since they joined to these conglomerate...but it doesn't cost what the value really is. Please, don't misunderstood my words; I don't want to sell none of my watches. But when I wear one of them, I love to be sure that I'm wearing a real marvel, like Patek, Audemars, Breguet, Rolex, Grand Seiko, Zenith...and so on. I always wanted a small discount (say 10..15%) when I buy a watch, and since the brand merging this seems to be impossible. I must remember from this post that one of these timepieces are absolutely no needed; more and more people are starting to use smartwatches, and the luxury companies seems that they don't understand the fact that to see the hour is not needed to pay such amount of money. This is a simple but powerful desire: to buy one of these timepieces, but they are not necessary at all. And, as Rolex do, they play with you. They are scarce, you must wait ages to buy your desured watch (yes: I know grey marked...those bad birds behind). I'm proud of all my timepieces. As an engineer, I take care of all of them (I own my own atelier). And a month ago I visited the IWC boutique. I was looking for the Mk XX. But I saw the iconic big pilot watch, and I fell in love with it. But sorry: I can't pay more for this watch than for my Deepsea James Cameron: an ultra-precise watch which costs around 1.000 euros less than the big pilot. I'm sure of the precision of the Rolex, but not about the IWC. That's the reason why I leaved the IWC boutique without the watch. BTW, excellent video! And thank you for your sharing your knowledge.

[@andreasp.2619]

Almost no complication models are often over 5k.... Ahm.. no thanks. I'll stay with Nomos 😋

[@BrittPearceWatches]

NOMOS IS NEVER A BAD CHOICE! 😍😍

[@fitforfreelance]

I realized I don't mind IWC at all when saw this thumbnail like 8 times without clicking. I'm here for the high quality content

[@maxinahunt8652]

I’d rather have a nice Laco.

[@lamaludwig1470]

I just bought one!! But a 25 year old Flieger Chrono in nice 39mm and without any show-off factor. It is just coming from Service in Schaffhausen, looks nearly brand new, runs 1 second minus / day - and cost me less than a Tudor.

[@Paka1983]

4:30 IWC Big Pilot vs. Rolex GMT Master II I understand easily that the Big Pilot is more expensive. That IWC movement with 168 hours power reserve sweeps the floor with that GMT. It also look WAY cooler that the gmt master.

[@watchpapi]

Hmmmm…. Hard disagree.

[@vavoo4971]

It's the price! Last year I decided that I needed a type B Fliegeruhr. First I checked out IWC. Then I had a good laugh. Then I went to Laco.

[@Youy0u3010]

You probably have buyers remorse starting to kick in after purchasing the Laco instead of an IWC …..🤣

[@monsG165]

It’s priced beyond its brand image and on personal note, the new sizes are way too big. My comfort zone is 36-35 and 38 is really pushing it.

[@SinnerAndSaint]

I think brand identity is the main issue. Imho you're spot on with that. Their quality and the prices are fine for what they're able to produce. At least compared to all other luxury brands out there. They have a great history and should not be shy of showing that off.

[@BrettinLux]

I have a 2010 IWC Pilot Chronograph in 42mm and absolutely love it.Yes,it does feel bigger than it looks.It is just so comfortable.

[@ryangochuico]

Yay not rolex 🥳 I got the mark xx just this january. Love the bracelet wear, dial readability, and accuracy. No complaints at all. If i have to nitpick, heat blued hands would have been nice.

[@mileshoogwerf3345]

"Watch collecting makes you crazy on what's expensive and what's not expensive."

[@michaeljordan6008]

Hamilton, Laco and Stowa can’t shine IWC’s shoes. IWC is known for their pilot series and Portugueser models. Look back to the 1990’s when JLC was fitting the Portugueser 3531 and the Mark XII. Those pieces are iconic, especially the rose gold models and the platinum models with blue dials. Today, pick up a BP 43 on bracelet. The fit, finish and wearability are spot on. The Mark XX is close to perfect. Everything just feels right. They are not cheap and shouldn’t be. However, I agree that pricing for the Ingen was a mistake.

[@TylerKTanaka]

I love my Mark XX. I think it’s one of the most classic designs in history and the Mark series are the best field watches made. However, the Big Pilot’s while cool are just way too big for normal people’s wrists.