IWC Schaffhausen Taps Public School for the New Portofino 37 Collection

Dao-Yi Chow and Maxwell Osborne get in front of the camera for IWC’s first women’s collection.

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Famed luxury watch company IWC Schaffhausen taps Public School‘s Dao-Yi Chow and Maxwell Osborne in a series of videos celebrating its new Portofino 37 collection. This collection marks the brand’s foray into women’s timepieces, and the three videos are based on the themes of “Sporty Elegant,” “Professional Chic” and “Nighttime Cool.” Speaking on the collaboration, the president of IWC North America Edouard d’Arbaumont said, “When you think about it, Public School started a bit like us. They are famous for their men’s wear collection, and a year ago, became very famous with women’s wear, even more with DKNY. When we decided to promote the line, it was a very organic choice to go with Public School because they are true watch lovers and true IWC lovers — you can see IWC watches on the Public School runway each season. It was a very easy choice.”

Check out the videos below, and if you haven’t yet, read more about the boys of Public School in the HYPEBEAST Magazine Issue #12 “Enterprise.”


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