In 1976, Gérald Genta, probably the most renowned watch designer of all time, created the IWC Ingenieur Jumbo SL. Originally designed for scientists, technicians and engineers, it has always enjoyed cult status among watch enthusiasts. Eagerly awaited by many, the IWC Ingenieur now returns 47 years after its premiere in a reinterpretation of the original Genta design.

The campaign, which includes lovingly designed vintage-inspired posters, marks the first time IWC has used AI. Parts of the social media campaign were created with the help of the AI image synthesis service Midjourney, reviving the lifestyle of the 70s. The campaign assets were then integrated into these AI-generated environments as posters or TV ads.