The Portofino line from IWC Schaffhausen has become more attractive with the Portofino Midsize Automatic Moon Phase and the Portofino Midsize Automatic Day & Night, two radiant 37-millimetre beauties available in seven different versions designed to reflect the timeless elegance of the Italian coastal resort join the Swiss company’s watch family. In 2014, ten Portofino Midsize Automatic models with 37-millimetre cases will be launched.
The Portofino collection has been an expression of understatement and good taste for 30 years. Goris Verburg, Director Marketing & Communication IWC Schaffhausen, says “The Portofino Midsize collection responds to a current market trend, but at the same time draws on our past. Numerous different variations of watches with smaller cases, diamond-set bezels and mother-of-pearl dials have been a feature of our company’s 146-year history. For 20 years, most of the Portofino watches we sold were midsize models, and the manufacture of watches set with precious stones goes all the way back to IWC’s very beginning. The new Portofino Midsize models reflect a long tradition and open up a wider international market for the Portofino collection.”
From the moment the watch family was launched in 1984, the impressive “pocket-watch-style wristwatch” (Ref. 5251) was accompanied by a smaller version with a case measuring just 34 millimetres in diameter. To mark its introduction, IWC created the slogan “The Portofino series by IWC. The daily enjoyment of wearing a little gold. “All the new members of the Portofino watch family are perfectly complemented by their fine alligator leather straps, produced exclusively for IWC by well-known Italian shoe manufacturers Santoni. The secret of Santoni’ssuccess is the nuanced shading of the leather. Elaborately finished by hand, each strap has an exclusive patina-like shimmer with its own individual colour tones.
GeorgesKern, CEO of IWC Schaffhausen, says about the 2014 Portofino collection that “IWC has established itself as a global brand, and therefore keeps a close eye on what people are wearing when it comes to watchesand jewellery, on what trends are developing. What we are currently observing is an increasing worldwide demand for watches set with diamonds.” IWC has reacted to this with a subtle development of its classic Portofino watch family, whose brand core remains unchanged: extravagant beautyand timeless elegance. “With the Midsize collection, we are making this successful, classic watch line more interesting for customers with slimmer wrists,”