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Ahead of the Austin Grand Prix this weekend, enjoy the latest content piece from IWC Schaffhausen starring brand ambassador and GOAT Lewis Hamilton, wearing the Pilot's Watch Chronograph Top Gun Edition "Lake Tahoe" (

Lewis is always looking for his next challenge and to push his limits, which is why IWC set up a special race against an L-39 Fighter jet.

When you go beyond the limit, it's smart to choose a Top Gun watch as your wingman. Conceived as navigation instruments for aviators: TOP GUN watches are technically sophisticated precision instruments engineered to perform at their best. They also look great on the wrist.

Watch the clip below, which includes a special surprise, and join us in rooting for Lewis, George Russell, and the entire Mercedes AMG Petronas F1 team in Austin.

As the world faces a health crisis, watchmaker, IWC Schaffhausen is doing their part with the launch of “TIME WELL SHARED”. Through this initiative, IWC employees, brand ambassadors, and partners are sharing their time, knowledge, experience, and passion on social media. IWC aims to entertain and support people by keeping them connected and engaged and hopes it will inspire people to make the most of their time.

The initiative includes contributions from IWC brand ambassadors like Tom Brady, Fabian Cancellara, David Coulthard, and Maro Engel and partners such as Mercedes-AMG Petronas Formula 1, Tottenham Hotspur, Laureus Sport for Good, Antoine de Saint Exupéry Youth Foundation, Solaris Yachts and Orlebar Brown.

A special part of “TIME WELL SHARED” includes, IWC brand ambassadors reading chapters from “The Little Prince”, Antoine de Saint-Exupéry’s world-famous novel. Indian actress Sonam Kapoor started the series on April 21st and today, IWC Schaffhausen released a song by artist Cody Lovaas to complement the reading series. The original song, entitled “Traveller”, is a new musical interpretation of the famous book, and is directly inspired by the adventures of the eponymous character to different planets and the constancy of his love for his rose.

Cody is a Californian singer-songwriter and guitarist. who was discovered at age 14 by fellow artist Jason Mraz, while performing at an intimate open mic in his beachside hometown of Carlsbad. Lovaas became Mraz’s protégé and quickly emerged as an intuitive and prolific songwriter. Lovaas released his second EP, “Pull Out Couch”, on May 15th: Watch Cody perform the song "Traveller" at

All contributions are accompanied by a link to make voluntary donations. With the funds raised, IWC will support Save the Children, an organization that protects children and families in countries that are hit by the virus, increase support for national health systems, and raise awareness among parents and caregivers on how to provide psychosocial support to children.

Just as the entertainment industry is consolidating, with mega-mergers like the newly completed Fox/Disney shrinking the big studio landscape, so are mega movie marketing campaigns. As covered in a recent article in the New York Times, they’re catching up with our collective instant gratification culture fueled by Netflix and its 150M+ global subscribers and shortening the promo cycle for tentpole film. After all, what’s the point in a teaser trailer for a movie coming out in a year when we’ve been trained to watch trailers merely by scrolling over movie titles and watching with the touch of a button?

Disney spent more than three years promoting “Tron: Legacy,” which came out in 2010.

With viewers caught in an endless cycle of entertainment choices that fuels decision fatigue and shrink their ever-shortening attention spans, movie marketing needs to adapt to set their films up for success. That means full film campaigns in just a few months like Warner Bros. did for Aquaman in five months that resulted in over a billion dollars at the box office. A year earlier, they released Suicide Squad after a 13-month campaign that did well but made significantly less than the Jason Momoa starrer for a multitude of reasons.

Shorter movie marketing campaigns are a reprieve for viewers’ eyes and studio’s budgets. Today's biggest films often are supported with $200 million marketing campaigns when the average cost of marketing a studio film in the U.S. in 1980 was $4.3 million ($12.4 million in today's dollars according to THR). Studios will no longer have to create the onslaught of trailers for each film and cut down on the rampant TV commercials and video ads that the majority of consumers skip entirely unless stuck to watch during live sports programming.

Moviegoers will benefit as well. Just imagine, fewer trailers to sort through that often feel like they're giving the plot away. Plus, less nonsensical internet chatter from trolls second-guessing filmmakers and pointless Easter eggs to pore over. We can discuss it after we see the film, WookieLover1977, ok?!

Thankfully, the studios are starting to acclimate. Warner Bros., Universal, and Sony opted to save their money and delay starting their respective early marketing machines by skipping Comic-Con, which just took place. I doubt anyone will be less excited to see Wonder Woman 1984 next summer because of it. The film’s director, Patty Jenkins, made sure of that by releasing a new image in a tweet to maximum effect.

Social Media is the most natural place to push movie marketing and any additional cost to ensure movie stars promote their films a little more is a small price to pay when the studios start calculating how much money they’ve saved by holding off a bit.

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