IWC SCHAFFHAUSEN OPENS FLAGSHIP BOUTIQUE AT THE DUBAI MALL
United Arab Emirates, March 2022: IWC Schaffhausen announces the grand opening of its new flagship boutique at the largest shopping destination in the United Arab Emirates: The Dubai Mall. With its innovative retail concept, it is the first IWC store in the world devoted entirely to Big Pilot and presents an interactive journey through the brand’s watchmaking universe.
On 28th March 2022, IWC Schaffhausen officially unveiled the flagship boutique in the presence of IWC Brand Director Middle East, India and Africa, Mehdi Rajan along with an intimate group of clients and associates. The attendees experienced an exclusive and immersive preview of the celebrated Swiss luxury watchmaker’s latest collections as well as interacted with a host of premium services and innovative technologies.
Spanning 313 square meters on the ground floor, the flagship store is a place for discovering IWC timepieces in a distinctively designed space. Inspired by the iconic bold design of the Big Pilot timepiece and its cutting-edge technology, the new boutique offers a glimpse into the future of IWC and its innovative craftsmanship.
Clients will step into a modern IWC universe featuring industrial-style shipping containers for a design code that traces the path of the Big Pilot from tool watch to cultural icon. Watches take centre stage in modern, glassless display cases to offer a more open and tactile product experience. Surrounding the space are two floor-to-ceiling brand portals that bring the unique IWC spirit to life through mesmerizing visuals.
The Central Exhibition Area celebrates IWC’s close connection to the world of motorsports and longstanding partnership with the Mercedes-AMG Petronas Formula One™ Team. Following its recent announcement to extend its multi-year partnership, this area honours IWC’s commitment to the team and common understanding of what true excellence means. The centrepiece is the Mercedes-AMG F1 W12 E Performance Formula One™ racing car driven by IWC brand ambassador Lewis Hamilton. During the 2022 season, visitors can also gear up for a unique Formula One™ racing adventure with an augmented reality feature specially designed to create a one-of-a-kind 360° experience.
Afterward, IWC customers can take a break in the Big Pilot Café, which serves snacks and IWC Big Pilot specialty coffee. Then they can move on to The Engineering Wall and fully engage with the history of ingenuity and craftsmanship that has gone into making IWC’s innovative timepieces. A broadcasting studio built into the boutique further enhances the buyer experience by offering the customer a way to connect with the brand and view the collection virtually. The studio even transforms into a digital collector’s den, where IWC specialists offer clients their expertise on the latest timepieces for their own collections.
Finally, guests can visit the exclusive 360° VIP cinema lounge and peruse the latest collection, watch Formula One™ races and even take a guided virtual tour through the IWC Manufacturing Center. Next to the main entrance of The Dubai Mall, customers will find an exclusive entrance guaranteeing the epitome of luxury as they arrive in a Mercedes AMG G-Class.
“We want to create a brand and service experience for our clients like none other, giving them exclusive access to our watchmaking world. This is more than just a journey; it’s an extraordinary adventure and deep dive into the universe of IWC Schaffhausen innovation,” says Mehdi Rajan, Brand Director Middle East, India and Africa.
Get ready for the next exhilarating chapter of IWC Schaffhausen in the Middle East.
IWC Schaffhausen is the Engineer of Watchmaking. In 1868, the American watchmaker and engineer Florentine Ariosto Jones established the ‘International Watch Company’ in Schaffhausen in the German-speaking part of Switzerland. By combining the best of human craftsmanship and creativity with cutting-edge industrial technology and processes, he laid the foundation for IWC’s unique engineering approach to watchmaking.
IWC’s distinctive and pure design is brought to life through collections ranging from elegant dress watches to sports and luxury sports watches, notably the Portugieser, Portofino, Pilot’s Watches and Ingenieur. Over its more than 150-year history, IWC has earned a reputation for creating professional instrument watches and functional complications, especially chronographs and calendars, which are ingenious, robust and easy to use.
A pioneer in the use of titanium and ceramic, IWC specializes in performance materials such as Ceratanium®. IWC’s advanced engineering division XPL develops technologies that enhance the durability of mechanical watches and extend their applications to environments with extreme conditions such as jet aviation and human spaceflight.
IWC is a leader in luxury watchmaking, crafting timepieces built to last for generations and continuously improving every aspect of how it manufactures, distributes and services its watches responsibly. Empowering the next generation of engineers, the brand also partners with organizations that work globally to support children and young people. IWC. EngineeredTM.