Parallels can be made between anything if you tried hard enough, but the worlds of filmmaking and watchmaking needn’t be forced together if the latter involved IWC. This year, the watch brand beloved by movie stars will be partnering with the 26th edition of the Singapore International Film Festival and serve as Official “Festival-Time” Partner from 26 November to 6 December 2015.
“The worlds of watchmaking and film have a lot in common, as they are both steeped in tradition and pioneering spirit,” said IWC CEO Georges Kern in a release. “The creation of masterpieces, be they timepieces or films, is based on skill and expertise. Films are about storytelling and so are IWC watches.”
Indeed, the watchmaker often takes its storytelling to glamorous heights. The launch of its Portofino collection in 2011 was accompanied by a short film and photo shoot by Peter Lindbergh, featuring celebrities like Elle Macpherson, Eric Dane, Matthew Fox, and Hiroyuki Sanada (and the 2014 edition below adds more stars to the cast.)