IWC has also been very clever in their product placement for the drivers. The watches probably won't withstand the sort of G forces you get in a F1 car, so they've plastered a big watch pic on the driving gloves, so whenever you get a "driver's view" camera shot, you can see the watch very clearly and prominently in the middle of the screen.
Lewis's travelling itinerary is pretty hectic already. But he found the time to pop into Schaffhausen on the way from Monza to Singapore last week. Apart from the mandatory posed happy snaps which reveals nothing at all, a speech and a demo run on the simulator, what I guess all the watch nuts really want to know is, after visiting both the Tag Heuer factory (during his time at McLaren) and IWC factory, what does Lewis really think of the two watch brands? I doubt we'll ever get anything on record, but I think that's one thought I'd pay a very pretty penny for. Maybe even two...