Form und Technik

When IWC Schaffhausen reintroduced the Ingenieur in 2023 – a watch originally designed by Gérald Genta in 1976 – it wasn't just a product relaunch. It was the beginning of a design platform: "Form und Technik." A deliberate commitment to the Swiss–German industrial design culture that shaped the Ingenieur's DNA. In 2025, the platform expanded into a global event series, connecting watchmaking with disciplines like automotive and industrial design. We developed a poster campaign that took the platform's principles seriously – in every detail.

Client IWC Schaffhausen
Agency Scholz & Friends
Year 2025

Less But Better

In a luxury market dominated by expressive imagery and decorative aesthetics, we chose the opposite direction: reduction, function, precision. Instead of depicting the IWC Ingenieur, we built the campaign from it.

Every poster is constructed entirely from the watch's own components. No product shots, no lifestyle photography, no decorative elements. Only the parts of the Ingenieur itself, rendered in precise 3D and combined with rational Helvetica typography – in the spirit of Dieter Rams' principle: "Less, but better."

The result: posters that don't advertise the watch. They behave like it.

Posters that became Pieces of Art

We conceived the series as a scalable design system. Each global event – from exhibitions referencing Dieter Rams to automotive showcases with Mercedes-Benz – received its own dedicated series, incorporating local landmarks and cultural references of the host city. In total, we created more than 40 individual motifs, deployed across invitations, OOH, and event branding worldwide.

The posters quickly transcended their promotional role. At exhibitions, they were displayed as art prints alongside the partner exhibits – and gifted to clients as collectibles. Today, they are part of the permanent visual identity of the IWC Ingenieur, on display in boutiques around the world. The "Form und Technik." series continues to grow in 2026.