Mila Zhurova conсept agency

Style as a strategy for success.
Father and son. IWC
In an IWC boutique
On March 18, 2021, in the chamber space of the boutique of the famous watch brand IWC, for the first time, the club "Heirs of the 21st century. Version 3.0, in partnership with IWC, organized a social event for fathers and sons in the edutainment format we all love.

Public Talk focused on the topic of style, which is universal for both fathers and sons.

Esquire Fashion Director guest speaker Alla Alekseevskaya told the guests about the laws that create a style that leads to success, what is behind every detail of the image and what life hacks should be taken into account in order to create your own style and make it special.

And IWC, paying tribute to family traditions and relationships between generations, presented to the attention of the guests Pilot's Watches for Father and Son, a watch that fathers and sons could try on at the evening, feeling an invisible connection with each other.

This collection was created in 2008 and is sold as a set of two male models in cases of different sizes - for a son and a father.

The history of the Swiss brand International Watch Company (IWC) began in 1868, when the American watchmaker Florentine Ariosto Jones and Johann Heinrich Moser opened a factory to design and manufacture watches. Just three decades later, the company began supplying watches to the British Royal Navy and the German Imperial Navy.

For more than 150 years, the brand has been preserving the traditions of watchmaking, confirming the rule of preserving and strengthening dynasties, on which the philosophy of the club "Heirs of the 21st century. Version 3.0".

Today International Watch Company watches are represented by the following collections: Pilot's Watches, Portuguese, Aquatimer, Da Vinci, Ingenieur, Portofino. Among the collections there are exceptionally complex watches, classic, sports, diving models.

Social events where guests can come with their children, the club "Heirs of the 21st century. Version 3.0 plans to make it a special tradition, which will not only strengthen the connection between generations, but also create special traditions of spending time with the whole family.

Expert Lounge Cocktails - small club events for a select 30-50 people, members of the Club and their friends, take place about once or twice a month in our favorite Public Talk format with guest speakers and cover topics related to the overall concept of the Club "Heirs of the 21st century. Version 3.0".

Club project "Heirs of the XXI century. Version 3.0", which opened on April 22, 2019, consists of 10-12 events per year and is a closed community that brings together people with a conscious approach to building their own dynasty within the framework of the New Culture of Inheritance and the new generation of Inheritors in modern Russia.

The author of the idea and curator of the project is Mila Zhurova.

Event organizer - Mila Zhurova Concept Agency.