IWC announced its new partnership with the Zurich Film Festival by inaugurating a photo exhibition displaying some of the images from a shoot renowned photographer Peter Lindbergh and one of the stars of the new Swiss watchmaker's new campaign, Cate Blanchett. Entitled "Timeless Portofino", the exhibition shows stars from the cinema and fashion wearing the latest models from the Schaffhausen brand.

Before the exhibition sets off around the world, IWC celebrated the world premiere with around 250 guests, with CEO Georges Kern hosting them over a glamorous gala dinner.