A Sneak Peek at Bradley Cooper's First Ads for IWC

IWC - Bradley Cooper-CAMPAIGN - Publicity-H 2018
Courtesy of IWC

The IWC global ad campaign, shot in L.A., hits in April.

He’s been wearing IWC timepieces for 15 years – on red carpets, at Wimbledon in 2013 in a bromance moment with Gerard Butler, even on the cover of The Hollywood Reporter – so when the Swiss watch brand asked Bradley Cooper if he’d like to be their latest ambassador, the answer seemed to be an easy one. “When this collaboration was proposed and the idea of the campaign came up, it made sense, and I was excited by the creative,” Cooper said in a statement released by IWC Friday morning. “I was happy to help bring Christoph’s vision to life.”

The actor was referring to IWC Schaffhausen CEO Christoph Grainger-Herr, who took the helm of the brand in 2017. “With this campaign, we continue to develop the emotional storytelling around our brand,” Grainger-Herr said. “We could not have imagined a better partner than Bradley to present our high-quality mechanical timepieces, such as our Pilot watches, to a growing and global audience.”

Cooper was officially announced as an IWC ambassador at the brand’s 150th anniversary party during January’s Salon International de la Haute Horlogerie, the annual watch fair in Geneva. But Friday’s debut is the first look at the images to arise out of the newly minted relationship; it’s also the first time IWC has produced an extensive campaign with one brand ambassador.

The campaign will appear in print and online beginning in April. The images were lensed by New York-based photographer Marco Grob, whose extensive work includes portraits used to create film posters such as Black Panther and Thor: Ragnarok. Grob’s cinematic style is likewise on display in Cooper’s IWC campaign, which was shot in the Mojave Desert just outside of Los Angeles over multiple days.

Cooper isn’t the only star of the campaign, however. Sharing the spotlight on the actor’s wrist is IWC’s Big Pilot’s Watch Edition “Le Petit Prince,” a 46mm automatic timepiece that features a signature blue dial. Considered one of the brand’s most iconic products, the special-edition offering takes its name from the 1943 novella by Antoine de Saint-Exupery.