See Bradley Cooper as IWC Schaffhausen’s frontman in a new global campaign

See Bradley Cooper as IWC Schaffhausen’s frontman in a new global campaign

Keep your eyes peeled

Text: Angelyn Kwek

Coming to an ad space near you, Bradley Cooper will be headlining IWC Schaffhausen in the maison’s brand new, omni-channel worldwide campaign

It seems like it's been raining celebrity brand ambassadorships lately (dare we say trend alert?), with the latest face being Bradley Cooper as he joins the posse of Hollywood A-listers repping luxury houses. Formally inducted into the ranks of IWC Schaffhausen during SIHH this year, the four-time Oscar nominee now lends his clout to an extensive global campaign that's kicking off this month in his new lead role within the maison.

Starring in both on and offline editions, this global campaign not only marks Cooper fronting IWC in an official capacity (he's been otherwise credited as 'friend of the brand' previously) but is the first time the maison is embarking on such an extensive PR run featuring only a single ambassador as the face of the brand. Channeling the pioneering spirit synonymous with IWC, the campaign sees the actor seated on a motorbike in front of a vintage airplane, backdropped by the sand and sky of the Californian desert to create a strong visual that perpetuates the maison's unique brand of emotional storytelling. Accompanied by the Big Pilot's Watch 'Le Petit Prince' Edition, Cooper and his iconic watch echo the element of boundless exploration irrevocably tied to the IWC name, engaging like-minded individuals who refused to be curtailed, and whose passions push them to take on challenges.

Bradley Cooper for IWC Schaffhausen

No stranger to the IWC brand, Cooper says of his new role: "I have been wearing IWC watches for the past 15 years. When this collaboration was proposed and the idea of the campaign came up, it made sense and I was excited by the creative. I was happy to help bring Christoph's [CEO of IWC] vision to life."