From the Magazine31.10.2014

Present and Past – time, captured in pictures

Exclusive captures from the spectacular photo shoot “Timeless Portofino”, created by Peter Lindberg for the new IWC Schaffhausen campaign, can be seen in the latest issue of PREMIUM Lifestyle.

Martina Zaharieva
Present and Past – time, captured in pictures
Welcome behind the scenes of this exciting photo shoot during which we would like the time to stand still so that we can just enjoy the moment longer. And we are at the right place for this occasion – the timeless Portofino. A name that resonates with the promise of all that is best about Italy. We are enchanted by the magic atmosphere of this small Italian town with endless views over the Golfo del Tigullio. In places like this, history is written – or photographed.
Four years ago the famous photographer Peter Lindberg created the first photo shoot for the launch of the stunning Portofino collection of the watch manufacturer IWC Schaffhausen.  IWC CEO Georges Kern has gathered together this year another “cast that only IWC can summon,” as Lindbergh acknowledges. Cate Blanchett, Emily Blunt, Zhou Xun, Christoph Waltz and Ewan McGregor have done IWC the honour to participate in this project. The celebrities experience la dolce vita, stroll through the picturesque lanes of Portofino dressed in elegant black tuxedos and drink espresso at a coffee bar where time appears to have stood still for 50 years. 
The project will end up with an exclusive photographic exhibition entitled “Timeless Portofino” that will travel the world and accompany the launch of the new Portofino Midsize line.
As CEO Georges Kern explains: “We are extending this popular family to include a midsize format, not expressly ladies’ watches, which will appeal to both women and men everywhere. The Portofino line is particularly well suited for this because the name is more feminine and, compared with other IWC models, the collection is generally more elegant. We’ve used diamonds and mother-of-pearl to give certain models the Portofino flair of the 1950s and 1960s, when jewellery-style accessories like these were enormously popular.”
And what more fitting venue could there be to recreate this magical atmosphere than the village that has lent its name to the Portofino line since its launch in 1984? As Georges Kern explains: “In the 1970s, one of IWC’s employees, who is still with the company today, was a regular visitor to Portofino. One day, he suggested the development of a watch line that would embody the region’s fine wines, wonderful cuisine, agreeable climate and timeless elegance.”
Portofino is a gem that has remained true to its traditional values, whose unspoilt authenticity gives it a sense of timelessness. We can definitely see these characteristics in the models of the new Midsize collection, which shine under the magic rays of the Italian sun.
Old place, new photo shoot
Peter Lindberg is shooting this time not only the actors-friends of the brand, but also two of the most famous supermodels – Adriana Lima and Karolina Kurkova. Here, in Portofino, Peter is now in the center of attention. For his part, he focuses on his actual motif, just a few meters away from him. “Beautiful! Most beautiful there! And go!” he shouts. We see the two ravishing women, one blonde, the other brunette, in close-fitting black dresses sashay across the terrace with studied, lascivious elegance. They take their places on the wrought-iron chairs at one of the typical, small chased tables and stare provocatively into the camera. The atmosphere is electrifying. The digital camera rattles off a series of exposures. At the end of the day, Lindbergh will have captured 8,000 images of Adriana Lima and Karolina Kurkova. 
And this is what they share about this photo shoot:
Adriana Lima:
“A watch is an important accessory, especially if you don’t like to wear too much jewellery. I think that watches reveal a lot about your personality and I am fascinated by how IWC timepieces seem to touch your soul time and again and reveal yet another facet of you. Each watch – the Aquatimer, Pilot’s Watch or Portofino Midsize watch – has a profoundly strong yet graceful presence that leaves a genuine feeling of empowerment.”
Karolina Kurkova:
“My most memorable moment was simply being in the very unique and magical place of Portofino. I felt like I was transformed back in time – like a Hollywood movie star being shot by a director who wasn’t only shooting fashion, but timeless, raw photos. Working with Peter Lindbergh is always a treat as he understands a woman’s inner beauty.”

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