Mattel’s Hot Wheels brand and IWC Schaffhausen have partnered to launch first “IWC Racing”-themed Hot Wheels set.

The designers at Mattel created a 1:64 scale replica of IWC’s 300SL driven by F1 legend David Coulthard. Model details include the bucket seat interior and racing rims. IWC’s lead graphics designer Nik Schmidt worked with Hot Wheels’ graphics team to create a livery reminiscent of the heyday of the “Silver Arrows”. The packaging art contains a nod to the Goodwood Motor Circuit, the U.K. racetrack where David Coulthard won the Tony Gaze trophy in 2019 piloting the IWC Racing 300SL. The partnership is two years in the making.

“We want to bring our brand to much younger consumers and seed the interest for mechanical watches and the world of IWC,” says Christoph Grainger-Herr, chief executive officer, IWC. “Our classic racing team, with its striking silver 300SL Gullwing, turns heads wherever we go, so creating a Hot Wheels Premium Team Transport set made perfect sense.”

The global release of the Hot Wheels IWC Racing Team Transport set coincides with the opening of IWC’s new immersive flagship store in Zurich, Switzerland. Themed as “IWC Racing Works” – home of the IWC classic racing team, the store concept will feature the full sized 300SL Gullwing as its centerpiece.

“IWC Schaffhausen and Hot Wheels have become industry leaders through generations of craftsmanship and design to create a premium product for our fans,” says Richard Dickson, president and chief operating officer, Mattel. “This partnership celebrates the merging of these two beloved brands by highlighting the detail and performance of both Swiss luxury and American automotive excellence, all in the palm of your hand.”

In addition, IWC has announced the “Time Well Shared” initiative, which encompasses online lectures, speeches and webinars that will feature on digital channels during the following weeks. The aim of the program is to entertain and support people in these challenging times. The initiative includes contributions from IWC brand ambassadors and partners such as Tom Brady, MercedesAMG Petronas Motorsport, Mercedes-AMG, Tottenham Hotspur, Laureus Sport for Good, Solaris Yachts and Orlebar Brown.

All contributions are accompanied by a link to make voluntary donations. With the funds raised, IWC will support Save the Children, which aims to strengthen its programs that protect children and families in countries that are hit by the virus, increase support for national health systems, and raise awareness among parents and caregivers on how to provide psychosocial support to children. Another crucial pillar of “Time Well Shared” is a personal volunteering program on ‘Good Tutors Finder’ to support schoolchildren and their parents. In their own free time, and on an individual voluntary basis, IWC employees are encouraged to offer online tutoring support for schoolchildren in basic subjects.

For Hot Wheels, the collaboration adds to the growing list of recent partnerships for the brand. Motortrend and Hot Wheels teamed for a short-form content deal earlier this year.