The UK has gone totally PC (politically correct). Any hint of having a go at minorities, women, people of different race, creed, ability, and you’ll attract the wrath of the public screaming “leave them alone”. It’s engraved in law, sensibly, and is there for a reason. But it’s meant companies have had to clean up their advertising too.

Unlike in Germany where the “Gleichbehandlungsgesetz” or equal treatment law is only just clicking into place. Whatever the rules are, would you as a watchmaker run a poster campaign like this… (yes, it did happen)

Blatant sexism?
Click to enlarge

The key question here has to be: who buys these watches? You could argue women won’t now. So maybe the market segment they’re going for is men, obviously rich men, and obviously men who consider sexist jokes ok. If that is the case, the ad works. But if IWC want women to buy this watch for a loved one, forget it.