iwc's chief executive george kearns joins me now. you have some very good looking watches there.bout them. in this series we are doing for the tribeca film festival is a series of 100 pieces. we gave one piece to an auction a couple of weeks back, which was sold for 55,000 u.s. dollars. we are adding another $45,000 and giving $100,000 to the film institute, the tribeca film institute, to support their project. >> your second year partnering with the festival. why did you feel like it was important to continue that collaboration? >> no one is watching -- is buying a watch today through retirement. it is about storytelling. you need to create a dream in the consumers mind and filmmaking is about storytelling. it is a link between storytelling at our level and the tribeca film festival. >> what prompted this collaboration? really to get closer to art, to luxury, industry and art on a broader level are getting closer and closer. there are more and more associations. we sponsor many festivals around the world and we work with many stars. it is a natural fit between the luxury industr