TASK
IWC Schaffhausen brought the thrill of motorsports and precision watchmaking to Hong Kong with the DRIVEN BY TIME pop-up at ELEMENTS mall. Visitors were invited to discover how IWC is driven by time—where every fraction of a second matters, both on the racetrack and in fine watchmaking.
EXECUTION
To unveil the DRIVEN BY TIME pop-up alongside an exclusive premiere viewing experience of F1® THE MOVIE, PLUG hosted a large-scale event for 110+ media and KOLs, as well as 400+ IWC partners and VIPs, throughout three sessions. Guests enjoyed a fireside chat, champagne, and bespoke catering at the pop-up before the screening!
RESULTS
110+ guests were hosted including socialites, luxury influencers, top tier fashion and lifestyle media
Secured over 200 pieces of coverage including multiple standalone write-ups from top-tier publications such as Ming Pao Daily, Tatler, GQ, Esquire, and more.
