The program, which has been implemented at only a few points for now, offers a wide range of individualisation options consisting of different combinations of case materials, dial colors and straps.
Product personalization is among the marketing arguments that have been the shining star of luxury consumption lately. Luxury products, which are bought with purely emotional motivation rather than necessity or even functionality, become objects that offer not only brand prestige or model recognition, but also the personal touches of the user, with their personalized examples.
Individualisation is not a new concept in the watch industry. It is now very easy to reach thousands of aftermarket customization products. In fact, various forums and portals related to this young trend we, watch enthusiasts, often come across on social media.
The individualisation program offered by IWC today is of great importance in the sector, both in its scope and in that it comes from a name that has an important place among the mainstream luxury watch brands.
Within the scope of this special program, IWC offers various customization alternatives for the Portugieser Chronograph IW3716 model. Starting with the choice of stainless steel and 18K pink gold cases, the program offers users a unique personalization experience with 16 different dial alternatives. Each dial offered in the collection can be personalized with rhodium or gold plated hands/indices. Once the desired combination is achieved, the final touch is added with the rich strap collection, which includes TimberTex and rubber options as well as colored calfskin or crocodile strap alternatives.
Users can get the watches they have created and purchased in a very short time like 3 weeks. A small "I" in a circle placed on the small seconds sub counter at 6 o'clock identifies each model as a personalized version.
While the IWC Portugieser Chronograph personalization service is currently only available at IWC's boutique at Dubai Mall and Shanghai Taikoo Hui Mall, other flagship boutiques of the brand are expected to be added to the program in the near future.
