Chiming with the times published : 7 May 2021 at 04:00 Sustainable elements are incorporated into the construction of IWC's state-of-the-art Manufakturzentrum. It was a striking moment for Franziska Gsell when one evening, her 10-year old son asked: "Mummy, will I have a future, will the Earth still be here?" That naive question further spurs her pledge in saving the planet, personally in being a consumer and global citizen, and professionally in being the chief marketing officer (CMO) of IWC Schaffhausen. "We better change now because we only have this one planet," Gsell said. "As a consumer, we can very much influence the behaviour of companies by asking questions about and understanding what we buy. We can force companies to make sustainable changes and become transparent."