"It's not just about designing watches, but also about the story behind them. In this episode, Paul Ripke talks to Christian Knoop, creative director at IWC Schaffhausen. Even as a child, Knoop noticed that he had a special passion for design. For 13 years, he has been designing watches and building stories around them. Through storytelling, he is able to build an aesthetic universe around the launch of a new collection. To maintain the origin of iconic collections, traditional values and established designs are combined with new trends, such as innovative material or color codes. But when doing so, attention must always be paid to the design language—and not only to the need of the customer. Listen to this episode of Partners In Time to find out what lies at the heart of the design process at IWC and where inspiration is drawn.

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