IWC Schaffhausen - SIHH Gala Dinner - Holographic theatre production
IWC Schaffhausen hosted an elaborate gala evening on 17 January in Geneva at the Salon International de la Haute Horlogerie (SIHH) watch fair. The event celebrated the new Da Vinci collection, and the world-famous watch brand invited The Department, the world’s first immersive agency, to interpret the event’s theme ‘decoding the beauty of time’ with a fitting production to entertain an audience of VIPs including high-profile IWC brand ambassadors and global stars including; actors Rosamund Pike, Vanessa Redgrave, James Marsden, Olga Kurylenko, Jean Reno, Naomie Harris, Isabelle Huppert and Patrick Stewart; sporting and racing legends Nico Rosberg, Lewis Hamilton and Niki Lauda; and supermodels Karolina Kurkova and Adriana Lima.
In a world first, The Department’s co-founder and creative director Hamish Jenkinson conceived and directed a genre-defining holographic theatrical production starring Game of Thrones actor Joseph Mawle, which integrated live performances, projection mapping, back projections and holograms. The Department collaborated with Immersive International and design and build agency Ocean Salt.
Performance Data:
World-first holographic theatre production conceived and directed by The Department for IWC Schaffhausen’s SIHH Gala Dinner in Geneva
700+ VIP guests, including global IWC ambassadors, Hollywood actors, Formula 1 champions, and international press
Extensive global media coverage across luxury, watch, and lifestyle outlets including Vogue, GQ, Harpers Bazaar, Forbes, WatchPro, and WWD
Televised and digital broadcast reach through international news and fashion networks during SIHH week
Estimated earned media reach exceeding 20 million across online, print, and social channels (industry reports and press tracking)
Positioned IWC as a pioneer in immersive storytelling within haute horlogerie, blending fine watchmaking with theatrical innovation
Creative direction, hologram integration, and live production by The Department
