By Jay Khan, April 30, 2025
I received an invitation from luxury watchmaker IWC to spend a unique day with the brand. It was Saturday, April 12, and it was a very nice day to spend some time in Southern England. The event was designed to showcase IWC’s collaboration with the upcoming F1 movie starring Brad Pitt and Damson Idris. Co-stars Damson Idris and Kerry Condon were in attendance along with important people attached to the movie, self-important people and of course, media people and a camera crew. The initial invitation was deliberately vague—aside from a promise of a on-track stunt performance, details were scarce.
So, I made my way to Goodwood Circuit, my first visit to the venue. Getting there is a bit of a journey, especially if you’re coming from London. As you leave behind the city and larger towns, the motorways gradually give way to two-lane roads that wind through hamlets and villages seemingly untouched by time. The roads become narrower, and the landscape grows increasingly lush—almost tropical. West Sussex feels like a slice of pre-WWII England, with winding country lanes weaving through pristine countryside. Anyway…
The Goodwood circuit itself is nestled deep in the greenery of West Sussex. You wouldn’t know it was there until you roll down the window and hear the echoing roar of vintage race cars. The entrance is modest—almost understated—for such a historic venue. Unlike Silverstone, which can feel cold and industrial, Goodwood is picturesque and exudes charm. On a sunny, mild day, it’s nothing short of stunning.
Upon arrival, I found that Damson Idris and Kerry Condon were filming scenes in a cordoned-off area near the track, which was open to the public but patrolled by burly, suited security personnel.
A full film crew was present, capturing interviews, B-roll, and publicity stills. Idris was busy with various media and promotional duties throughout the day, pausing occasionally for breaks between takes.
The F1 car used in the movie was on display next to a Mercedes-AMG GT. Also on-site was the tracking car used extensively during the film’s two-year production. It featured an elaborate camera rig mounted on a tracking arm.
Initially, I thought it was there for display only—but later discovered it would be used to capture additional on-track footage, likely to be included in the final cut of the movie, which is set to release on June 27.
IWC Schaffhausen At Goodwood
So, who or what exactly is IWC Schaffhausen? Even if you’re not deeply immersed in the world of luxury watches, chances are you’ve heard of Rolex, Omega, or TAG Heuer. In my view, IWC ranks a level above in both craftsmanship and prestige.
The brand’s most iconic piece is the IWC Pilot’s Watch. Founded 157 years ago by an American engineer in Switzerland, IWC—short for International Watch Company—is headquartered in the town of Schaffhausen. The mechanical engineering behind IWC’s movements is as intricate and precise as a modern F1 car, designed to deliver near-atomic accuracy. That’s one of the reasons why IWC is the official timing partner of the Goodwood Members Meeting and a fitting collaborator for the F1 movie.
For the event, IWC welcomed guests into a VIP lounge/tent and showcased a curated selection of timepieces in a separate dedicated exhibition space. The IWC Pilot is the brand’s most fabled timepiece—a legendary model known for its bold, timeless design. Originally developed for WWII fighter pilots, today’s Big Pilot serves a more peaceful role as a luxury statement piece for discerning collectors.
To commemorate its role in the F1 film, IWC created a limited-edition run of 41 exclusive watches inspired by the fictional Grand Prix team APXGP.
The IWC Pilot’s Watch Chronograph APXGP features a 43 mm case with a matte black dial, white numerals, golden minute markers, and gold-plated luminescent hands for optimal legibility. Powered by the in-house 69385 calibre chronograph movement, it offers a 46-hour power reserve. The tinted sapphire case back bears the APXGP team logo, complemented by an engraved black rubber strap.
The price? £6,200. For a watch of this craftsmanship and rarity, it’s a sound investment that’s likely to retain its value. In fact, it’s relatively accessible when compared to IWC’s upper-tier models, which feature advanced complications and can cost upwards of £200,000.