A first look at IWC’s global ad campaign featuring Bradley Cooper

After announcing Bradley Cooper as its new brand ambassador back in January, IWC Schaffhausen has released the first image of its global campaign—the brand’s first with a single ambassador—with the actor, which will be launched on and offline worldwide in April. Shot in a desert near Los Angeles, the image of Cooper on a motorbike in front of a vintage aeroplane captures that adventurous feel—perfectly highlighting IWC’s appeal to the free-spirited individuals who are always up for a challenge. On his wrist, is one of the brand’s most iconic watches: the Big Pilot’s Watch Edition “Le Petit Prince”.

“With this campaign, we continue to develop the emotional storytelling around our brand. We could not have imagined a better partner than Bradley to present our high-quality mechanical timepieces, such as our Pilot’s Watches, to a growing and global audience” explains the CEO of IWC Schaffhausen, Christoph Grainger-Herr. It turns out that Bradley Cooper is a longtime fan of the brand. “I have been wearing IWC watches for the past 15 years. When this collaboration was proposed and the idea of the campaign came up, it made sense and I was excited by the creative. I was happy to help bring Christoph’s vision to life.”