IWC Presents An Immersive Sonic Experience In Milan
In the heart of Milan, where design and innovation intersect, IWC Schaffhausen recently unveiled a new chapter in the legacy of its iconic Ingenieur collection. The Ingenieur Automatic 40 Blue Dial took center stage at the Form und Technik exhibition, set within the minimalist yet striking environment of 10 Corso Como Project Room and Gallery. This exclusive event for the watch press wasn’t just about showcasing new models—it was an immersive exploration of craftsmanship, material innovation, and the principles of modernist design.
Originally designed by Gérald Genta in 1976, the Ingenieur (SL 1832) embodied a balance between form and function. Genta was responsible for the "Form" (design), while IWC provided the "Technik" (technical expertise). Today, IWC unites both aspects under its guiding philosophy of "Form und Technik."
Taking inspiration from Dieter Rams’ legendary design ethos, IWC’s exhibition transcended a traditional watch showcase; it became a testament to the brand’s commitment to precision, aesthetics, and functionality. The exhibition also explored how IWC aligns with Rams’ 10 principles of good design, drawing connections between the brand’s philosophy and the minimalist, functional approach of Braun objects displayed at the event. The Ingenieur Automatic 40 proved to be a fitting embodiment of these ideals, bringing a refined yet technical edge to the wrist. Its integrated bracelet, balanced proportions, and impeccable finishing paid homage to the model’s heritage while pushing the boundaries of contemporary design. Alongside the blue dial edition, the exhibition highlighted the full Ingenieur lineup, including the black dial, white dial, and titanium model—each a testament to IWC’s mastery of form and function.
The occasion for the exhibition was deeply rooted in design history—the influence of Swiss graphic design on the prosperity of Milan as a design metropolis from the 1960s to the 1980s. As part of the strategic partnership between IWC and Highsnobiety, the exhibition space on day three transformed into an Open House, bringing together design, sound, and cultural discourse in a uniquely curated experience. Rooted in three key pillars—craftsmanship, innovation, and minimalism—this activation tapped into Milan’s deep ties to image culture, avant-garde fashion, and artistic exploration.
One of the most memorable moments of the event was a downtempo listening session, where sound became a vehicle for introspection and sensory expansion. The experience was designed to mirror the material technology of The Ingenieur Blue, with an ambient and experimental soundscape that evoked metallic textures, rhythmic fluidity, and sonic innovation.
Renowned sound artist Notte Infinita led this immersive journey, drawing direct inspiration from the mechanical and metallic essence of the Ingenieur. Reflecting on his approach, Notte Infinita shared:
“Many of the themes already aligned with my research on sound. The idea of incorporating metallic and mechanical sounds in the sapce, as well as playing with the fluxuation of time, all resonated with me. I intentionally enhanced the artifacts that come from digital audio files and incorporated them as part of the aesthetic.”
His exploration of sound texture and spatial perception resonated deeply with the ethos of IWC’s watchmaking. The interplay of sharp, close elements with expansive, open sounds mirrored the careful balance of precision and artistry found in the Ingenieur Blue’s design.
Beyond sound, color played an intuitive role in Notte Infinita's work. “Overall, the event's theme was centered around the color blue. I associate colors with different harmonic content, and among the hues I’m drawn to, blue is one of the most recurring. I’m not entirely sure why, but I suspect it’s an intuitive response.”
At its core, the Ingenieur Blue represented a bridge between heritage and innovation, just as the Form und Technik exhibition did for design and culture. IWC’s commitment to pushing the boundaries of watchmaking was amplified by the Highsnobiety collaboration, where technology, art, and sound converged into a singular experience.
