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Timeless Portofino

Four years after the first series created in Portofino by star photographer Peter Lindbergh for watch manufacturer IWC Schaffhausen, IWC CEO Georges Kern has gathered together another “cast that only IWC can summon,” as Lindbergh acknowledges. When a photographer of his international standing says something like that, it is praise indeed. On this occasion, Cate Blanchett, Emily Blunt, Zhou Xun, Christoph Waltz and Ewan McGregor have done IWC the honour. They stroll through the picturesque lanes of Portofino dressed in elegant black tuxedos and drink espresso at a coffee bar where time appears to have stood still for 50 years. The women graceful and androgynous, the men laid back and relaxed. The allusion to the extended Portofino watch collection is not entirely coincidental. The new Midsize models play with contrasts, blurring the borderlines between masculinity and femininity,and are attractive to both men and women. The latest project is an exclusive photographic exhibition entitled “Timeless Portofino” that will travel the world and accompany the launch of the new Portofino Midsize line. As CEO Georges Kern explains: “We are extending this popular family to include a midsize format, not expressly ladies’ watches, that will appeal to both women and men everywhere. The Portofino line is particularly well suited for this because the name is more feminine and, compared with other IWC models, the collection is generally more elegant. We’ve used diamonds and mother-of-pearl to give certain models the Portofino flair of the 1950s and 1960s, when jewellery-style accessories like these were enormously popular.”