When you think of a museum curator, you might picture an elderly professor ready to provide lengthy academic responses to your queries. David Seyffer, Museum Curator at IWC Schaffhausen, breaks that mould. His youthful enthusiasm brings fresh energy to his role and enriches his work at IWC with deep knowledge.
Alongside archiving and researching IWC’s rich history, Seyffer emphasises that the company’s heritage is crucial in shaping its design and product development. Over the past two to three years, he and his team have actively contributed to this process.
He says: “For instance, when creative director Christian [Knopp] approaches us with new designs, he often asks for our insights, which makes us proud to contribute to our collections. We always work together to evaluate whether a design should lean more toward vintage influences or take a completely different direction.”
Seyffer points to the introduction of the first automatic movement featuring the in-house calibre 5000 as a key example. Their archives and collections heavily influenced the evolution of designs at IWCmovement, marked the revival of IWC’s fully in-house watch movement development and brought back the design of the IWC Portugieser.
This ongoing evolution culminated in this year’s launch at Watches and Wonders with the launch of the Portugieser Eternal Calendar. This timepiece boasts an eternal calendar designed to account for leap years accurately through an innovative additional module. It is powered by the IWC-manufactured 52640 calibre, which incorporates a highly efficient Pellaton winding system.
We met Seyffer in Geneva and had the opportunity to ask questions of someone who completed his studies in the History of Natural Sciences, Technology and History at the University of Stuttgart in 2003, the city where he was born and raised. He later earned his doctoral degree in the same field in 2012.
His thesis focused on the history of watchmaking. During his research, he gained access to IWC’s historical records and was hired by the company to organise its archives — a task that took five years to complete.
In 2007, alongside his duties as archivist, Seyffer was promoted to Assistant Museum Curator. By 2010, he had advanced to the roles of Museum Curator, Department Manager, and Executive Manager of the Museum Team.
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Since its opening in June 2007, the IWC Museum has welcomed approximately 8,000 guests each year and features over 230 carefully curated artefacts. Seyffer leads his team with a clear mission for the IWC Museum: to create a space that fosters an emotional connection between visitors and the brand, enhance and rotate its permanent exhibitions, preserve historical data and horological expertise, and develop an educational strategy aimed at strengthening its role as a public institution.
While Seyffer is always eager to answer questions about IWC’s history, he is particularly enthusiastic when he has the opportunity to help someone discover something new about their watch and its unique story. He is more than happy to share this passion with Options.
Can you briefly explain your responsibilities as the Museum Curator at IWC Schaffhausen and how you are preserving the company’s heritage?
Officially, I’m responsible for the museum and the proper archives. However, I also handle everything related to history that comes my way — whether that’s on my desk or in the hands of my team.
Did you have an interest in history before this job?
Definitely, it started in high school, where I began to ponder philosophical questions about where I came from. I was particularly fascinated by mediaeval castles; as a kid, I played a lot with that concept. Initially, I tried to study geology, but that didn’t work out because I’m not very good at mathematics.
How does the role of museum curator extend beyond simply archiving historical items at IWC Schaffhausen?
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My experience was super helpful when I started here, as I had previously worked in corporate archives, where I developed an understanding of how to structure archives effectively. I had a vision of how our archive could look in the future — how we could make everything more accessible, not just for preserving records but also for sharing them. This is crucial, especially when collectors or internal teams have specific questions. The knowledge and skills I gained from my previous role have been implemented here at IWC.
It sounds like you do a lot more than just archiving.
Absolutely. Archiving is very strategic and interesting, but it’s also essential to share our knowledge. Engaging with people helps us think about certain questions from different angles, which leads to better outcomes.
In what ways does IWC Schaffhausen utilise its museum and archives for marketing purposes?
Our content creation is integral to every launch. It’s essential to look at things from different angles when developing marketing strategies. For example, if we aim to convey a message about classical design, we analyse pieces from the 1930s to discover their design codes and how they were marketed. Last year, as we prepared for the launch of a new engineering piece, we turned to our archives for insights about the 1970s to help shape our marketing campaign.
How do you view the significance of preserving a brand’s heritage in the context of contemporary watchmaking trends?
That’s a significant challenge. Our museum needs to adapt, as it has remained static since it opened in 2007. We’ve learned that younger generations of museum visitors are accustomed to more engaging experiences. The future lies in creating captivating presentations that pique curiosity rather than sticking to traditional and often monotonous exhibitions.
Working with marketing allows us to create unique exhibitions that lend flexibility and creativity. We aim to create dynamic displays that showcase our heritage while engaging visitors in meaningful ways.
Social media plays a role, too, right?
Absolutely! We work closely with our social media team to create content that connects the past with the present. For example, we’re planning a series on TikTok that will highlight our legacy in engaging formats.
How does the company balance honouring its heritage while also innovating and staying relevant in the competitive watchmaking industry?
Tradition is indeed essential as we look to innovate. We’re standing on the shoulders of giants in this industry. For instance, although we treasure traditional elements, we are also pushing the boundaries by developing innovative functions like the perpetual calendar. This blend of tradition and forward-thinking is crucial as we pave our way into the future.
How does the museum curator’s expertise contribute to the overall brand identity and reputation of IWC Schaffhausen?
We aim to uphold and revive what IWC was in the past, exploring our unique design cues and traditions. For example, we have a rich history with navigation tools and pilot watches. Our contributions add credibility to the brand’s storytelling. When we present our history, it’s rooted in truth — not just marketing narratives.
