Why NOBODY Buys IWC! 

I think IWC’s brand positioning is more technical oriented than Rolex. Its target customers are more likely to be in the market to buy watches for themselves, more likely to be watch enthusiasts and more knowledgeable about watches in general. I feel like Rolex today is selling trophies rather than watches.

I’ve always loved IWC as a brand… to me the brand has this “underground” following kinda like Panerai, it’s either you get or you don’t and that’s fine with me because I don’t see IWC on every other persons wrist like a Rolex 👍🏾

I'm happy IWC doesn't get mainstream. These pieces are elegant and intemporal! These are watches for a true gentleman. There is nothing more impactante and elegant than the Portuguese. This is the Aston Martin of watches

I only have IWC now. Not good if you have girly wrists, you are poor or you need people to know how much you have spent. The quality is outstanding. The bracelets are the best in the game, especially lately.Dials are beautiful and their in house movements are bullet proof. If you get too caught up with what the brand “stands for” I think you are missing the point. I pray they never become mainstream.

The IWC Pilot is a beautiful piece of design, and the dial, like you said, is pure eye-candy. The thing with the IWC watches is that they do have the same 'f*** you' factor as Rolex, but without the bling.

I was looking for a Rolex and went into a few stores but was treated like crap, so I didn’t get one. I came across IWC store and I knew the brand but never properly considered it. I ended up buying a watch and couldn’t be happier, I love the detail and love the face and it doesn’t bother me that a lot of people don’t know what brand it is (or it’s value!)

Been my favorite watch brand for a long long time. I love that noone knows abkut it. Its a perfect balance between sporty, daily, fancy, dressy and minimalist all in one.

IWC has over $800 million in annual sales and they are quickly approaching the billion $ mark. While I may not particularly care for their models, others obviously do.

I just purchased this particular model and I just love it. I am not a Rolex person, I love that most people have no clue what this watch is and it is just very a very humble watch which doesn't draw too much attention.

Personally I am an IWC fan and a collector. Love and admire their Pilot’s watches.

I own the Portofino Chronograph Day/Date, 7 years on, loving it each day, looks as good as new and friends compliment me on it because though it is simple, it looks expensive. Also it has appreciated 40% over this period in retail price.

In 2013, I bought the 7 day automatic Portuguese. I love it and still have it

I appreciate your opinion. However as an IWC owner of their flieger and spitfire pilot watches i could not disagree more on the wearability as an every day watch.

IWC are probably the most beautiful watches brand in the world. Specially the portuguese models! Top quality and beauty all together in their watches! A MUST for every REAL WATCH LOVER!!!

IWC is the first fine watch for me. I owned a Portofino which is a nice dress watch. Very reliable even though it does not use IWC In house mechanics.

I love IWC. Size-wise, remember that here in Central Europe, a lot of us are very tall. I am 1.95m tall (6'5") so with a 21cm wrist circumference, 42mm and larger is not that big and those watches would be a good fit. My favourite IWC is a neo-vintage model though, very affordable - IW3707, the GST Chrono in titanium. Not for everyone maybe, but it's understated, clean with a tool-ish character. They can be had for a fraction of current models and are just beautiful imo. The bracelet of this model in the video is stunning though. Beautiful watch imo

I want to like IWC (specifically the Mark series) but they seem about 20% too expensive for what they are. I wish the numerals were applied, the cases were slimmer, and there were other bracelet options - the pseudo-jubilee they have looks absolutely nasty.

I'm as impressed with the build quality of IWC as I am with Rolex, if not even more. Especially with their in-house movements.

I have an IWC Portuguese. I love it. I bought because of the aesthetic and the new in house movement.I didn’t even know they sold pilot watches at the time.

Why does IWC need to make their watches thinner? I don't understand. Why does everyone want every watch to look just like every other watch. If the watch is too thick for you, then it's not for you. I own both thick and thin watches IWC and rolex. IWC makes a great watch. I really wish the watch Community would let watches be individual and stop comparing to other brands.

Got a green dial 41mm Pilot’s Chronograph. In house movement, looks stunning, keeps good time. IMO it is a tremendous value. I can’t think of anything wrong with the watch. Every time I put it on my wrist I feel good. IWC is a mainstream brand with very rich heritage. It doesn’t have the spread of its collection like Omega does for example but all the watches are beautiful and of highest quantity.

I own an iwc mark 18, I will definitely buy another iwc in the future, possibly the 41mm chrono or big pilot 43mm. I've owned Rolex, Omega, Tudor, Tag, etc and the best watch for me is the iwc, it's simple and classy and gets better with time. I chose the iwc over an explorer, it's one of those brands that's not for everyone but once you experience an iwc you wouldn't want to wear anything else.

I actually have two IWC Mark XV's, one is on a bracelet and the other is on a strap w/deployment clasp. Wearable, nice on the wrist, perfect size. I love both of them. The newer IWCs don't look as good as the older ones IMO. I'm not crazy about the propeller hands.

i have mark xv...its 38 mm , thin and not too small. It has same bracelet design that you are showing in your video. I love it and it's my go to watch..

Personnaly I like the quality and the design, but for the retail price we have really good other options. I think their prices are too high for the value of the product itself. Feel free to give your opinion :)

I have an IWC 377714 very specifically because of the children's book, "Le Petit Prince". At the time of purchase, I was looking for any watch with that theme in mind, and this watch is the one that google showed me. I didn't know anything about the different brands at that time, but have learned a lot about automatic watches (and mechanical watches) since.

I own a Little Prince with a 3 window date. I picked it up because I came across it on the Internet and couldn’t get my eyes off it. I thought t was the most beautiful watch I had ever seen. That’s why I bought it. I have a Rolex two tone GMT and I like my IWC more.

What are you talking about? Thick watches? They are chronographs! Their chronographs are on the thinner side compared to the competition.

I decided to purchase an IWC Mark XVIII as a gift to myself after working a few years out of school and deciding it was time to have a more professional watch. When I first started looking at watches and brands I knew one thing for certain: I did not want a Rolex. Something about them being the most recognizable brand for watches was boring to me. I find a local AD in Austin, TX at the time and make a stop in to try on some watches. I told them I was interested in the Mark XVIII, but they only had the ‘Automatic’ 36mm in stock which was an identical looking watch with a different movement and dial size. Immediately I caught a feeling to the watch. I loved how legible the dial was and the bracelet was especially impressive with their micro-adjustment design. I ended up ordering the Mark XVIII in black on a bracelet, anytime I get a compliment on it I automatically know this person knows their watches.

Nuthin classier than a rose gold Portofino 40 mm.

They have Rolex msrps but had ETA movements. Resales are terrible unless you buy used. They're for folks that are new to watches and office work

I’ve got a Big Pilot 43. Have had it a few months and not 1 person has recognized it. That’s perfect for me. Wonderful watch and gorgeous in a classy way.

A sales manager at my work wears a nice pilot's IWC like the one in this vid. Looks real nice. He was surprised when I said, "Nice IWC!" He said most don't recognize the brand.

Got a mark XX after much dithering and it’s super, because it’s thin. The 41 chrono is too thick. Others are too big and thick. Particularly as going back to smaller watches

You know what is not advertised? The thing which sells well anyway. People buy stuff simply because they like it not because some YT specialist tells them to.

Great channel - Really like the video and the points you made - although I do strongly disagree that having a lot of versions of a watch is a bad thing. I love the IWC tries out different colors, shifts sizes, tries different materials - I want them to keep doing it. Shorter lug height check. I think the real problem is with their other watch categories - The Portugueser too big / wears too big, other categories just aren't knocking it out of the park. My biggest gripe, maybe now outdated - had to do with power reserve.

What you say is true to the most part and a fair call. I personally just love the Aquatimer line. One of my favourites of all time. If you have a decent size wrist then you're in business with a very cool watch.

I have owned many IWC watches in the pass. Frankly, I just bought a beautiful IWC Portuguese rose gold. I love it so much! I don't care why nobody buys IWC! The most important for me is that the aesthetic and the rich history make a big smile on face every single time.

I have been watching watch experts on youtube for quite awhile now, and you are the first one that I can recall that wears a pilot on the right hand which is, of course, the proper way to do it.

IWC was for me unknown until I purchased a vintage one (R4109). Very thin, simple and handwinded. Now I don’t want ever another one 😊

Nice input...I own a nice IWC day/date pilot, but dont wear it often because of its 'chunkyness'....I have recently added a Rubber B strap, and that has helped make it more wearable.

I don't know what you are talking about. I have one which used to belong to my father. given to him in 1918 by his employer with dedication. Still works and seats on my desk. I own 2 of them among other good watches, the second one only 5 years ago when as a retired guy with not a lot of arm movement I needed a manual wind watch. I looked at many and choose an 8 days Portofino. Very happy with IWC watches including my Aqua timer used when I go fishing.

I have a couple of vintage IWCs, they were so interesting in the past with their in-house pellaton movements, iconic models such as the original Ingenieur and Yacht Club and well-designed, wearable cases. The modern ones are just comically unwearable, they almost look as if they are 2x size mock-ups for display only! Also, the modern focus on pilot's watches betrays their far more diverse and interesting history.

I live in Zurich and in german speaking Switzerland I know more people who have an IWC then a Rolex. I suppose they support the brand because it manufactures its watches in Schaffhausen which is in the german speaking part. I myself own a big pilot, love it.

"the vast majority of people who know them don't own one" True for every product in the world lol

I don’t understand why IWC (and also Omega for that matter) randomly throw each variation at on their website. This makes the redundancy even more visible.

What is this guy on about? I own three IWC watches, and all of them get time in the cockpit with me.

One reason people don’t buy IWC might be because, like me, when I looked at them in the past they were all huge pieces. My wrist is too small for a 43mm giant watch. Same reason “no one” buys Panerai. Rolex has much better sizes on offer by comparison, that appeal to more wrist sizes. Breitling is annoying in this way too. Not enough models in reasonable sizes. I love the new 40mm Premier chrono models, but only two polarizing colors in stainless steel, red and pistachio. Why? Why so few 40mm options when these fit most wrists well?

I don’t know why it seems less people looking for technical watch especially like aviation watches. The trend turn to thin and smaller size daily watches. We can see Patek Nautilus, Royal Oak, VC Overseas. I am not saying everyone will buy them but those watches share the similarities like smaller size, not too thick, simple layout that people now want to have them on the wrist.

I have the IWC AMG watch purely as I have been a fan of Lewis Hamilton since 2006/7 when he was coming through the ranks until today with the silver arrows. Beautiful watch.

My main complaint is it's so thick. I can understand if it's thick for a reason, a complication, more reserve, more resistance. Using Portuguese as an example, 30m and I have to be careful wearing it and after a weekend of staying at home it has to be wound again. It's $8k for a watch that isn't as durable, not refined, usable watch as competitors. Just frustrating because I like the dials.

Bit harsh to say no one buys IWC. By and large they are currently perceived by the watch enthusiast community as a brand on the up and up. Btw I happen to own 2 myself.

The 46mm Big Pilot is a perfect fit for my 8 1/4 inch wrist. Would ve a shame if brands stopped making watches in those sizes. Not everyone wants medium sized 42mm watches

Underappreciated. Great engineering.big pilot is their icon

Oh, and there is an essential common denominator to all my watches purchase aside from the Cartier Santos, which I bought as a student when I was 18, they all fly under the radar and are hardly ever noticed by people. That is the reason I don’t have a Rolex as it would be noticeable by too many people even 1 kilometre away !

I just bought one today. I love thick watches like BREITLING also. Rolex, my friend, has a huge fake black market, which makes it less desirable to the pro

First of all what do you mean by “mainstream” ? Which watch brands are mainstream ? I have 3 IWC: I bought the two “modern” ones because of their no fuss Pilot watch design with ultra legible dials, hands, AR coated sapphire crystal which reminded me aeroplanes instruments. 1. A 2005 Spitfire Doppelchronograph with silver dial and brown alligator strap. Bought new at MSRP. 2. A 2006 Ceramic Doppelchronograph 1000 pieces limited edition (pre Top Gun). Bought new at MSRP. 3. A 1941 B-Uhr 52 S.C. that’s the genuine Big Pilot watch. It is a deck watch which was set against the base clock and against which all crewmen watches were set i.e. what we call a transfer standard. A very beautiful watch, a piece of history with impeccable provenance but at 55mm diameter excluding the lugs it’s unwearable other than over a sheep skin jacket during vintage aeroplanes meetings. If you were to look at statistics from Chrono24 you would see that IWC are selling pretty well; they have their own crowd. Now, although I own 2 “modern” IWC, I agree that today I find them quite imposing and a bit on the large side but still perfectly wearable. Their calibres are “IWC improved” 7750 and I can confirm that although it’s a rather crude cam actuated chronograph vs the more elaborate column wheel, it’s a reliable workhorse. My 2006 Ceramic Doppelchronograph declared forfeit early 2022 hence after about 15 years of daily use by all latitudes and temperatures without any service ! These 2 IWC went around the world a few times. I also have Hamilton, Cartier Santos, JLC Memovox Tribute to Polaris 1968 and the Omega Seamaster No Time To Die. I feel that amongst all my watches, vintage pieces excluded, the Cartier and the JLC are equipped with the most refined and delicate calibres whilst the others are equipped with very reliable workhorses.

I personally own a Mark XVIII and is an amazing GADA watch. Best dials and AR out there.

Saying “NOBODY buys IWC” is strange considering that they outsell Tudor, TAG Heuer, and Breitling.

I purchased my IWC 3706 Flieger Chronograph in 1999. Love it, it’s an eternal classic.

The lugs on the Mark 18 and 20 and the Spitfire are very long, that’s why I don’t consider them.

1. Prices are absurd 2. Bracelets are for 60+ old men

I have an IWC. Only because my dad gave it to me because he wasn’t wearing it anymore. But I’ve really grown to like it, I could see myself buying another one someday

I have wondered for some time why som many think every brand should be mainstream? 😀 They are part of a group and I am sure there are discussions around segmentation between brands. As others have said, IWC has it's share of followers - even collectors. Rolex makes 1.4 million watches per year. Perhaps someone can find the number for IWC.

I own two. And what´s the point? IWC Market Share by Swiss Brands in 2023 was nearly 2%, next to Breitling and Tissot. Yes, Rolex, Cartier, Omega and Patek make up 50%, but there are so many people owning an IWC.

Such an excellent video, it made me subscribe! I’m currently looking at getting the IWC Mark XX black dial with the bracelet.

I like IWC and the Pilot here is one of my favourites especially the new 42mm version 3881.

I agree with your comments on IWC. Yet, I am looking towards the arrival (shortly) of the Portofino Complete Calendar. It will be a good case size and not too thick. I'm looking forward to it. I may actually buy it from my local boutique. I'm waiting for the call that it has arrived...which is expected to be sometime in March.

I could easily wear the IWC Pilots between 40-44's. Then I ran into Laco, Muhle Glashutte and Stowa. Two just mentioned are original manufactures (brand) of the Nazi Flieger watches and way more affordable price. Especially if you don't care too much about the decorated movement. Your watch is nice and you are fortunate to own it!!

Just bought the Mark XX. Best dials in the market, 10.8mm high (very thin), I love the quality of the bracelet and quick exchange strap feature. The new watches have 120 hour power reserve and 100m water resistant. I have several Rolex(es) but always find myself wearing my IWC.

Alot of people buy IWC. Just because their not trending on instagram doesn't mean anything

I have big pilot43 it so useful and simple I used this watch more than 5 years I'm happy to have one

I like the laid back style of this video. Nice job. IWC is on my list. 👍

I really like their clean Germanic designs, their finishing is also at a very high level. I would like to pick up a Portuguese or Aquatimer one day.

Sold a Tudor BB Chrono white dial a few months ago and just picked up a bargain one of these on eBay. The Tudor has a magnificent, Breitling B01-based movement that kept exceptional time but the dial design, despite being pretty, isn’t very legible and the snowflake hands block the registers. The screw down pushers also got on my nerves. Have had a 7750-based chrono in a TAG before - they’re great movements too and enjoyed owning the TAG so looking forward to seeing how I get on with this IWC in comparison. They’re both chonks so not much difference in thickness!

I’m not the biggest fan of IWC but I do love a thick watch so now I may have to consider one. Almost all my watches are thick except my Daytona.

I like that they have different lines and they all look quite distinct, Instead of Nomos where all the watches look the same even though they're different lines. Because I'm not going to buy a 2nd iwc pilots watch, however I really do like my iwc pilots watch and would like to buy a 2nd watch from them, so I would go for the portugieser. Each of the lines serves a different purpose and they're all quite classy and iconic in their own right. My opinion on why IWC doesn't have more market share is mostly because Rolex spends a lot more in marketing, not because there's anything wrong with their watches or company structure. People that either don't want to do research and discover what options are out there buy a rolex. people that spend time discovering their options will be pleasantly surprised with what IWC offers

Went to buy an IWC in Kowloon, asked for a special price, no way said the shop owner, IWC would not discount the price at all. Tried three other outlets, same answer, rang home to Adelaide and bought what I wanted over the phone for a good discount. Hong Kong not the same for shopping, pity.

To people that know watches, IWC is one of the top makers.

I bought a Iwc big pilot 5004. Absolute beauty and the beast. Love it.

I have a IWC mark xii. It isn’t a massive watch like some of the newer ones. It’s my daily watch with a nato strap. I don’t feel unsafe wearing it around LA like I would wearing a Rolex. That’s why it’s my daily watch.

I have a decent collection that includes an IWC 3706. I love mil/tool watches. Combine that with top quality precision and decent prices, IWC are fantastic.

I think you’re missing the point. They don’t want to be mainstream! They have their own niche . Luxury doesn’t always need desperation. They don’t need Kardashians saying they were robbed and had an IWC stolen from them !

I don’tt own an IWC, but I’d buy one in a second over a Rolex. Not flashy, and yet if you know, you know!

Which year was that one? I owned that in 1999. I bought a Flieger like that on my first trip to Thailand. The bracelet was a factor in my decision to purchase that watch. The Mark series was pretty popular too as it had a very strong dial.

Sizes of the dial are very big.

I own two Mark XV’s - a black and a silver dial Spitfire. I love them so much more than my Rolex Submariner 14090 M and 16710 M GMT Master II. Those are just my bling “F you” watches, but my heart is with IWC always.

While I typically aim to commence with a positive note, it becomes challenging when the initial statement in the video is as commonplace and vague as referring to something or someone as a "nobody." IWC is a timepiece designed for individuals who don't seek to boast about their achievements. It's more about those who wear the watch rather than the watch itself making a statement. While I respect diverse opinions and choices, it's disheartening to witness a review that seems to judge a book by its cover. In general, when offering a review, it would be beneficial to delve into the background of the company, its target audience, and marketing strategy. This approach would contribute to a more impartial perspective grounded in factual information. Lastly, but certainly not least, it's worth noting that a Portofino Hand-Wound 8 Day can easily fit beneath a dress shirt.

I’ve owned several back in the eighties. They were great watches.

Good video and interesting perspective! What’s your wrist size? This lovely 3717 wears very well on your wrist ✨

99% of people who wear Rolex have absolutely no interest in history or horology; they do so purely because of the name and the bragging rights. People who wear IWC, on the other hand, have absolutely no interest in bragging. They simply don't care what anyone else thinks. Since getting my IWC Big Pilot 43 my Submariner has seen a lot less wrist time. Don't get me wrong; I absolutely adore my Sub but on days where I always used to pick up the Sub in the morning I now find myself automatically reaching for the IWC. Despite having those two I'm no snob as 50/60% of the time you'll find a Casio or Seiko on my wrist.

These are not inhousr calibres … these are copies of the swatch valjoux … they didn’t even brother develops their own caliber

Why nobody buys IWC - what nonsense this video is and just who is this young bloke who knows so little about anything?

its a wearer's luxury watch, less a collectioner's watch. That's why.

IWC charge too much for generic ETA movements with low power reserves. The value proposition doesn't stack up. Also their lugs are too long. Things are slowly changing though, as they are getting more "in-house" movements from Richmont and are updating their cases to shorten lugs and get some shorter sizes out there. They have a good foundation and history and I like their design aesthetic. If they brought back the Gerald Genta Ingenieur tweaked for 2023 and make some of the improvements I've suggested they'll hit it out of the park. Also they need to bite the bullet and make a ceramic-bezel aquatimer - current model is ugly.

IWC - The craftmanship is EXQUISITE !! Love it !!

I’d rather get a Sinn. IWC pre owned maybe.

Brands like IWC and Panarai have their own fandoms unlike Rolex which is popular because it's basic and everyone finds their watches wearable

I have a Tandorio, 38mm with an MoD Spec. 6b dial, and for it I bought an Engineer bracelet, so I got a poor man’s IWC Spitfire for less than $80 (watch and bracelet). And I don’t feel poor, but rich in Blessings... ;)

I have a Portofino Chrono and most of my collector friends have at least one IWC in their collection. About 60-70%.