IWC switches to JvM/Alster

Uhren Wirz Werbung has had to hand over the budget of watch manufacturer IWC to Jung von Matt/Alster in Hamburg, the Zurich agency that has been advertising for the brand for ten years, and for the past five years with a campaign that positions IWC as a watch for (real) men only. According to a report in Cash, a global market study revealed that this machismo was not so well received in the USA and Japan, which is why IWC is now relying on a new advertising agency.