‘What is time?’ asks physicist Brian Cox, who has been debating the question with watch brand IWC. ‘It’s part of the laws of nature, but then it becomes different things in quantum mechanics, and then we don’t know if there is an origin of time because we don’t know if the universe is eternal or not. Ultimately, you need to know what time is. So this kind of gets you into a mess, ultimately. It's a fundamental part of existence, it’s about being human. Sorry, what magazine is this for again?’
While it may be tricky to gloss over the ins and outs of quantum mechanics, what is clear is that the partnership between IWC and Brian Cox is a carefully considered one. The duo joined forces with Academy Award-winning composer Hans Zimmer to create music inspired by IWC’s new Portugieser watch collection and the Portugieser Eternal Calendar watch, which debuted at Watches and Wonders 2024. The orchestral performance took place at the Royal Opera House in London in August this year, during Cox’s live show, Symphonic Horizons.
