IWC breaks from Swiss ranks with online tool for made-to-order watches

This is the brand's first move into customization—but it's likely not the last

(Apr 18): Prior to the start of Baselworld, the Richemont-owned brand IWC announced its launch of an online customization tool that allows customers to create their own versions of the Ingeneiur chronograph and then order those watches directly. This comes less than a year after IWC launched its latest U.S. website, complete with an e-commerce boutique. And, while for now the tool is limited to the single model – the Ingenieur Chronograph – I would be shocked if this weren't an idea that IWC pushed further in the future. Today is almost certainly just the beginning.