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Georges Kern, CEO IWC began his career in 2002, after retiring from the life of the legendary Gunter Blumlein, who gave not die under the onslaught of IWC quartz. The arrival of Georges Kern to power in the IWC has happened to the great displeasure of a larger number of employees, who immediately embraced him as a young upstart, unworthy of the great heritage of Blumlein - candidates from senior was
few, and was appointed director of his, a man from the outside.
"Take the lead in IWC, I think the most courageous act of his life - admits Kern. - Almost all wanted to see me defeated, falling face in the dirt. It took a year of successful leadership, so that people changed their attitude towards me and began to simply say hello.
To some extent, the success of IWC can be called a result of the unique history of the company. Its origins - in the German cantons of Switzerland, while the founder of the IWC was an American. In the world of watches has fifteen legendary models, and two of them - watch IWC: Portuguese and Big Pilot's Watch, - says CEO of IWC Georges Kern. - In 2001 when I led the IWC, it was a famous company ... IWC - a very strong brand, but to compare it could be a sports car, moving only in first gear out of six. I had a teacher - Franco Cologny and Johan Rupert - recalls Kern. - They believed in me, and I'm happy that I did not deceive their expectations. The first time I joined the company, including employees of uncertainty prevailed. Yes, and I was certainly too young for the post of manager. I was criticized recklessly, especially in German-speaking part of Switzerland. Nobody doubted that I was waiting for the collapse. It seemed that no one knows who came here with no clue about the watch, the traditions of watchmaking. I then struck unpleasantly so hostile. I even received anonymous letters. "
This was a critical time for the IWC: with Jaeger-LeCoultre and A. Lange & Sohne she had just been acquired by a boss Group Richemont Group Johann Rupert. Kern was only 36 years old, and most experts hour area, as well as enthusiasts and watch connoisseurs he predicted an early and loud failure. He was supposed to achieve credibility as a manager of a company. The task was daunting, given how skeptical appointment was met with Kern to the position of CEO.
Innovation IWC:
The existing strict and clear style of IWC watches contrasted with innovative complications, which the company could be proud of, for example, perpetual calendar, first established during the hours of Da Vinci in 1985, or watch Il Destriero Scafusia with perpetual calendar, requiring adjustment date once in 400 years , an indicator of lunar phases with an error of one day in 122 years, minute repeater and splithronografom.
Model for model, IWC watches inherit the main feature of their ancestors - technical innovation. Innovative for its time were the caliber, established the American founder of IWC Florentino Ariosto Jones for pocket watches, pocket chronometers precision, excellent equipment for marine and aviation navigation, and many watches, such as the famous model Caliber 89.
Even before the arrival of Kern innovative company made famous underwater watches. First of all, it's great Ocean in 2000, the mechanical clock with a depth gauge Deep One, as well as watches, issued by order of the Bundeswehr and became the most desirable among collectors worldwide.
So in what was the problem IWC, "advancing only in first gear." According to Kern, it is in progress. Most of all Kern wanted to bring IWC at global level. Today, IWC watches are truly one of the most recognizable brands in the world. Their success has spread to the local European markets in the world. IWC watches are those that fully comply with the requirements and expectations of a new generation of collectors - wealthy businessmen that make up the class of international business.
Then, in 2002, Kern quickly and correctly assessed the current market situation of the mechanical watches, was not afraid to create a powerful commercial service by dialing intelligent management of the "Coca Cola" and "Procter & Gamble", again angering the "old guard".
"I just can not define what is important, urgent, that require my participation, and what you can entrust my managers. Managers - my heroes. As a child I was not into comic books, my supermen - people from real life, talented and capable. I not bow to the modern "stars" - I was personally acquainted with many of them. Napoleon - is another matter. I read all the books that were written about him, that's what was really a great man ... Da Vinci - a genius universal, I wish to meet with anyone and a chat ... "
Historical identity:
Kern's part of the plan, aimed at making the IWC into an international brand, was to invent a new strategy to promote brands - IWC watches were in need of a profitable recycling of its history. The new version was supposed to not only meet future stylistic and technical innovations, but also to emphasize the facts from the glorious past of brands, while creating a new global image of hours. Kern had to identify the major milestones of the IWC, because buying a luxury watch yourself, people are willing to join the heritage of the famous brand.
Focusing on the historical context, Kern got to the point: the story attractive complement and reinforce the brand appeal of hours IWC. In the opinion of management IWC, to attract the attention of buyers, with each model to associate a suitable story, but do it tactfully, without questioning the mental capacity of potential buyers. The genius of the Kern in his new history of IWC appealed not only to the mind of potential buyers, but also touched on his mental strings.
IWC in the historical sense, was a conservative way of German thoroughness. In order not to give the impression over the years proven reliability of the German, it was decided to transform conservatism by extending its life and development of the clock Big Pilot's Watch, issued in 2002 and has since become a classic example of modern mechanical watches. These watches have demonstrated a clear continuity IWC and simultaneously served as the prototype of future hours: from the past they were a huge 46.2 mm dimensions, borrowed from the navigational watch during the Second World War. At the same time the proportion of hours of Big Pilot's Watch reflect the strong commitment to the principles of IWC absolute functionality.
But it should be noted that for all time directorship Kern IWC has never forgotten that the main thing still is not nice words, but watch yourself:
"IWC - a global brand, we are not tied to the local market. Buyer in Lebanon is no worse than buyers in New York or Tokyo. So we have comparable level of service to open stores and create in them the same environment and the interior. Otherwise, we cease to be a successful international brand. We, in the first place, closely working with people, we establish a relationship with them, filled with inner meaning, and intended for many years. We are not only commercial but also a human success of our company. " |
