Within the IWC brand - with a largely male-dominated customer base - there was some surprise at the success of the mid-sized Portofino model on its release. Women adored the watch, and sales climbed rapidly. This year was the turn of a mid-sized pilot's watch, the advertising video showing a professional female wrist in amongst the uniformed pilots. The brand’s conventional collections have featured many models with a very feminine design, which was carefully emphasized in their presentations.