Lewis Hamilton and IWC Schaffhausen
In July 2024, legendary British Formula 1 driver Sir Lewis Hamilton, fresh from his record-breaking 9th victory at the British Grand Prix, embarked on a unique celebration in London.
Hosted by luxury watch brand IWC Schaffhausen, Hamilton cruised along the River Thames aboard the elegant Pardo 43 yacht. The event was not only a celebration of Hamilton’s illustrious 10-year career with the Mercedes-AMG Petronas Formula 1 Team, but also a reflection on his long-standing collaboration with IWC as a brand ambassador.
Grapefruit was honored to be part of this iconic moment, having been approached to produce, and apply the exclusive branding for the boat. This project required precision, creativity, and seamless execution to match the high-profile nature of the event. The event was set to take place on the iconic Thames, with Hamilton and IWC stopping by key London landmarks, ensuring that the yacht would be under the public eye throughout the journey. The branding had to be bold enough to stand out amidst the bustling backdrop of London, while maintaining the sophistication associated with both IWC and Lewis Hamilton.
How we were involved
With the sleek design of the Pardo 43, it was crucial that the branding was applied smoothly, ensuring it enhanced, rather than detracted from, the vessel’s aesthetics. With the event date set, Grapefruit had a limited window to complete the production, and application process, all while adhering to the highest quality standards.
Using high-quality, durable materials suited for marine environments, the branding was produced to ensure it would withstand the elements during the Thames journey while retaining its vibrancy and sharpness. Grapefruit’s team of experienced installers meticulously applied the branding to the Pardo 43, ensuring a flawless finish that adhered perfectly to the yacht’s contours. Special attention was given to areas that would be most visible during the cruise including the roof.
The branded Pardo 43 yacht was a central visual element during the celebration, as Lewis Hamilton and his host, Ronan Kemp, sailed past some of London’s most famous landmarks. The exclusive interview featured a retrospective on Hamilton’s thrilling experiences with IWC, from flying fighter jets to competing in drone races and participating in global golf tournaments.
The boat branding played a key role in the visual success of the event, drawing attention from media outlets, fans, and onlookers. The carefully crafted design reflected the prestige and exclusivity of the occasion, while aligning with the core values of IWC Schaffhausen and Lewis Hamilton.
Grapefruit was proud to contribute to this milestone celebration for Sir Lewis Hamilton, delivering bespoke branding that reflected both the significance of his achievements and the luxurious heritage of IWC Schaffhausen. The project is a testament to Grapefruit’s ability to handle high-profile, time-sensitive events with precision and creativity, ensuring a flawless result that elevates the client’s brand and vision.