George Russell, starring in our new IWC Performance Chronograph campaign.

George Russell with the new Pilot’s Watch Performance Chronograph 41 AMG. The boutique’s design draws on the stylistic elements of Googie architecture, which was popular in the United States from the 1940s to the 1970s. It was influenced by car culture, jets and the space age and often used for roadside businesses such as gas stations, motels and diners. These elements are blended with icons of American pop culture like a jukebox and science fiction-like retail technologies. The resulting timeless, exhibition-like space is a charming tribute to American “diner culture” and a lifestyle dedicated to the love of cars and personal mobility. Discover our collection here: