>spend millions building new headquarters designed by one of the most prestigious architecture firm in the world
>spend millions sponsoring F1 and the F1 movie
>spend millions on brand ambassadors, prestigious stands at W&W, social media advertising
And yet...
>is in literal free fall year after year on Morgan Stanley's list of top 50 watch brands.
They're behind Breitling, Tag and even Hermes now. In a few years they'll be behind JLC, Hublot and Bulgari.
IWC is slowly dying.