It was nearly a year ago that timepiece mega-brand IWC Schaffhausen helped Peter Lindbergh transformed a Hollywood film set into his version of Portofino for a series of photographs starring film stars Cate Blanchett, Kevin Spacey, Elle McPherson and Matthew Fox. In typical Lindbergh fashion, he relied heavily on old Hollywood glamour to celebrate the collection of watches, reconstructing Italian Riviera sets harking back to the 1950s and ’60s. The collaboration was celebrated last week at a fete in Los Angeles that drew some of the campaign’s cast as well as Patrick Dempsey, Josh Dushamel, Sylvester Stallone, Justin Chambers and last year’s VMAN cover star Alexander Skarsgård. At the party, which was held in a specially created Portofino set in Culver City Studios, talk revolved around a watch company that has been making time pieces for nearly a century and a half. “They are the beautiful watches,” sighed Dempsey. “It’s the one piece of jewelry a man can have—and you can tell a lot about a man by the watch he’s wearing.” Eric Dane, of Grey’s Anatomy fame, appeared in Lindbergh’s campaign and admired the photographer’s work: “He has a knack for sort of making you feel like he’s not around, which creates an organic vibe to his images.” But we liked what Dermot Mulroney said best: “People check their cell phones for the time, and I feel like that’s kind of cheating. You should never leave the house without a good watch.”

For images of the event, hit the jump.

Josh Duhamel checks the time

Sylvester Stallone

Alexander Skarsgård

The space

Rob Lowe, Carla Gugino, and Josh Duhamel

Patrick Dempsey

KEYWORDS: IWC Schaffhausen, Patrick Dempsey, Peter Lindbergh, Rob Lowe, Sylvester Stallone