Born in 1965 to the renowned Dsseldorf jeweller, Ren Kern, he grew up in a home with two languages - a French father and a German mother. He was surrounded by the world of jewellery, gems and luxury watches. After his youth on the Rhine, he studied politics in Strasbourg and then business management in Swiss St. Gallen.

You managed to steal the limelight with the launch of the new Pilot's Collection at SIHH last year. How was the feedback from the distributors & retailers?IWC has been producing professional timepieces for pilots and passengers since the mid-1930s so the launch of the new Pilot's collection was ralph lauren polos expected to be well received and the distributors and retailers were only too happy.

IWC were the first watch manufacturer to introduce a wristwatch that fulfilled all contemporary needs in a cockpit as early as 1936. It was a professional instrument then essential in navigating a plane. IWC has produced many more professional watches for military as well civilian use ever since.

We offered a wide choice between the Classic collection of five watches in the traditional instrument look or the more elegant models from the Spitfire collection.

The launch itself was very well attended with friends of IWC including Hollywood celebrities, sports legends, watch connoisseurs and around a thousand guests comprising elite members of society in attendance.

Who were these friends of IWC that you mention?The launch party was attended by Hollywood actors Orlando Bloom & Cate Blanchett, tennis legend Boris Becker, athlete Edwin Moses, former French Formula I star Jean Alesi, Japanese actress Kumiko Goto, Spanish dancer Joaquin Cortes and art dealer Tim Jefferies to name a few.

How did you manage to stand out in a crowded setting such as the SIHH?We used the SIHH platform for the world premiere of IWC's short film titled "Pilots" starring actor John Malkovich. In true Hollywood style, the fast paced film introduced the new Pilot's Watches, including the legendary Classic Line, the Spitfire Line and the Edition Antoine de Saint Exupery.

The event was organised inside a plane hangar, at the Geneva International Airport. The guests were taken on a journey back to the 1930s and 40s - an important phase in aeronautical development - when flying was still an adventure for courageous pilots.

What are the strengths of the IWC brand that have endured over the years?Our strong brand image is one of our major strengths. Our predecessors in the past 150 years have made our job much easier. This Swiss German image, the engineering competency, and the brand have been well positioned.

Secondly, the teams in Schaffhausen and on a worldwide level are doing an exceptionally good job; they have the right attitude, the right spirit. A good brand combined with the right workforce and the tradition of Schaffhausen i.e. probus scafusia or good solid craftsmanship from Schaffhausen has endured over the years.

IWC's marketing campaign is frequently tagged as male- oriented?Our campaigns were originally designed to effectively communicate a very masculine brand image.

Today, IWC is an international brand, and we are differentiating and customizing our campaigns in different markets.

We want to be fair to the consumers in terms of price, features and quality. Everything we are doing has to be true and efficient for the consumer.

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