IWC Boss Beams into Watches & Wonders Shanghai Show as 4K Hologram

Could new holographic technology mean an end to business travel?

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Watches and Wonders saw a glimpse of the future when IWC CEO Christoph Grainger-Herr and the brand’s legendary watchmaker Kurt Klaus beamed into the Shanghai event from Switzerland as 4K holograms.

The presentation saw Grainger-Herr and Klaus introduce IWC’s 2021 collection and answer questions from buyers in real-time, it also marks the first time the PORTL technology has been used to ‘holoport’ from Europe to Asia. Inventor David Nussbaum demonstrates the device in the video below.

For the remainder of the four-day live event, which came to a close yesterday, guests used the technology to interact with watchmakers at the brand’s HQ in Schaffhausen, Switzerland.

While IWC’s use of the technology is a first for the watch industry, P Diddy recently used PORTL to beam from Miami to his son’s birthday party.

Watches and Wonders 2021 saw a week-long series of digital presentations of new watches from 38 different brands followed by a four-day live event at the Bund Art Centre in Shanghai. The digital portion of the show attracted 110,000 unique users while around 12,000 industry guests attended the physical event.

In other watch news, Beams upgrades Timex Classic Digital with premium metal bracelet.

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