I was thumbing through the pages of the latest issue of GQ the other day and I stopped when I noticed actor James Franco was wearing an IWC watch. I immediately called IWC’s PR agency in NYC to find out which watch it was, but they didn’t know because they hadn’t seen the latest June 2013, GQ Magazine issue yet. They were extremely helpful and within half an hour emailed me back with a picture of the exact watch he was wearing, which is the Mark XVII. What this tells me is that this was an organic editorial placement. Kudos to GQ and their stylist department who really know their watches.
I love how more and more IWC watches are being used in style guides and It amazes me actually and just shows how much the brand has evolved and how they are being positioned today. 10 years ago, you would never see this happen because they were more exclusive and always flew completely under the radar. IWC is a brand that has always worked under the guise of less is more. What makes this more interesting is that even with all the critical acclaim and exposure into the mainstream fashion and icon world , they are still able to hold onto their brand identity.
James Franco is an actors actor that seems to be down to earth, have passion for his craft and is a good representation of successful actors in Hollywood who can wear this watch and do it justice without making it look like its been styled for a photo shoot.
The Mark XVII is a classic case of form meets function and has been influenced by the classic pilots watch the Mark 11 that IWC made from the 1940’s. The Mark XVII is the perfect size of 41 mm and is available in stainless steel on a black crocodile strap. The date window on the dial of this new watch was adapted to look more like a cockpit instrument in an airplane, where the Arabic numerals are arranged vertically. The watch is water resistant to 50 meters and has an automatic self winding 30110 movement and has a 42 hour power reserve. My favorite part of this whole equation, is that you are being able to buy into the IWC brand, get into one of their most iconic utilitarian timepieces all for under five grand.
Technical Specs for the IWC MARK XVII
- Mechanical movement
- 42-hour power reserve when fully wound
- Date display
- Central hacking seconds
- Soft-iron inner case for protection against magnetic fields
- Screw-in crown
- Sapphire glass, convex, antireflective coating on both sides
- Secured against displacement by drop in air pressure
- Water-resistant 6 bar
- Case height 11 mm
- Diameter 41 mm
- Retail $4,900
Please watch the video below.