Challenge

IWC Schaffhausen, one of the world’s leading luxury watchmakers, sought to sustain and grow its digital presence across the MENA region and India. The challenge was to maintain the maison’s global prestige while creating culturally relevant content that resonated with local audiences elevating IWC as a luxury brand with regional depth.

Approach

For over a decade, Plan Digital has acted as IWC’s dedicated digital and social media partner in the region. Our scope has included:

  • Content Strategy & Storytelling: Developing luxury narratives rooted in culture, heritage, and lifestyle to engage watch collectors and new audiences.
  • Social Media Management: Daily management of Instagram and Facebook, including reels, stories, and curated grids consistently reflecting IWC’s luxury identity.
  • Product Launch Support: Creating content and providing live coverage for boutique launches and global releases across the region.
  • Seasonal & Cultural Campaigns: Localizing global campaigns and creating original content around key cultural moments Father’s Day, Diwali, Ramadan & Eid, New Year’s, and UAE National Day.
  • Creative Production: Delivering photoshoots, videos, and campaign visuals aligned with IWC’s luxury codes while staying relevant to local audiences.

Results

  • Sustained IWC’s digital leadership in MENA & India for over 10 years.
  • Localized global luxury storytelling while building region-first campaigns.
  • Delivered content celebrating cultural touchpoints (Father’s Day gifting, Diwali festivities, New Year’s) boosting engagement.
  • Reinforced IWC’s reputation as a globally consistent yet culturally connected luxury brand.