In 1868, Florentine Ariosto Jones traveled from Boston to Switzerland and established the “International Watch Company” in Schaffhausen. On the banks of the Rhine, the then 27-year-old watchmaker and engineer realized his bold vision of an industrialized, centralized watch production – powered directly by the current from the river. 156 years later, IWC Schaffhausen is opening its first boutique in the home town of its founder.

The capital of the state of Massachusetts is the largest city in New England and one of the oldest, wealthiest and culturally richest cities in the US. Embodying innovation and entrepreneurship, the city is home to some of the world’s leading universities and research institutes. IWC’s new boutique is located on the end of Newburry Street, right next to the Boston Public Garden.

WHERE HISTORY MEETS MODERNITY 

The boutique is designed in contrasting black and white. Black oak floors, large windows and spacious glass displays create a sense of openness and invite visitors to immerse themselves in the fascinating universe of IWC. The interior is inspired by the concrete formwork structures of industrial buildings. In the entrance area, visitors are greeted by a comfortable lounge. On the wall, the slogan “Imagined in Boston. Created in Schaffhausen” is an ode to IWC’s American origins. Throughout the boutique, more nods to IWC’s history and its founder can be discovered; photos of Florentine Ariosto Jones, for example, and drawings of Jones’ first watch factory, which is also the building that today serves as the Swiss luxury watch manufacturer’s global headquarter in Schaffhausen. 
 

The “Engineering Wall” demonstrates the complex manufacturing of movements and cases, offering insights into IWC’s comprehensive watchmaking and engineering expertise. Visitors can discover the complexity and inner workings of IWC-manufactured movements or experience the different process steps in the production of watch cases made from advanced materials such as colored ceramics or Ceratanium^®. 
 

On display are IWC’s main collections, such as the sporty Pilot’s Watches, the timeless Portugieser, the classic elegant Portofino and the emblematic Ingenieur. The spectrum of models ranges from automatic watches to complications such as chronographs or the legendary perpetual calendar from Kurt Klaus.

A CURATED EXHIBITION DURING THE OPENING PERIOD 

During the opening period, visitors can discover a unique selection of early IWC-manufactured movements and pocket watches selected by the IWC Museum in Schaffhausen. The exhibition showcases Jones’ industrialized approach and a variety of early IWC pocket watches. One highlight is a movement for a women’s pocket watch, produced as early as 1875. Other exhibits include Hunter pocket watches, one of them with a case engraving adapted for the American market. 
 

The new IWC boutique is located at 2 Newburry Street, 02116 Boston, Massachusetts, USA.

IWC Schaffhausen opens its first boutique in Denmark, nestled in the heart of Copenhagen. The new boutique is located on Ny Østergade, a bustling side street to Copenhagen’s main shopping street, Strøget, where design and gastronomy harmoniously meet.

IWC Schaffhausen feels right at home in the waterfront capital where clean lines, functionality, and cultural heritage reign supreme. Since 1868, it has been located on the banks of the River Rhine in Schaffhausen, where it uses the hydropower from the river to power its Manufakturzentrum. Here, craftswomen and -men who have perfected their artisan skills work hand-in-hand with state-of-the-art machines. Engineering beyond time, they continuously push the boundaries of innovation while remaining steadfast in their commitment to craftsmanship, performance and longevity, always with functionality in mind.
 

Spanning 110 square meters, the boutique invites guests to explore and learn more about the different core IWC collections. From the Pilot’s Watch first introduced for civil aviation purposes and the Portugieser built at the request of two Portuguese merchants to the Portofino embodying the laid-back Mediterranean style and the Ingenieur with its rugged sportiness and technical appeal, each collection tells its own story of ingenuity, passion and purpose.
 

The boutique features an IWC staple, namely the so-called Engineering Wall showcasing its engineering heritage. Among other things, it displays the inner workings of IWC-manufactured movements, complications, and its expertise in developing advanced materials, such as Ceratanium^® and coloured ceramics.
 

With its elevated contemporary design, the boutique taps into its surroundings for inspiration while staying true to the distinctive IWC aesthetic. It is furnished with classic Danish design from Handvärk, Gubi and Icons of Denmark with minimalistic expressions focused on quality underscoring the timelessness of IWC. The muted colour scheme reminiscent of the Colours of TOP GUN adds warmth to the space, while the various materials from wooden panels, soft rugs and exposed ceilings give it depth. Completing the visitor experience, there is a cosy lounge with a fireplace and a bar where visitors can relax and enjoy a variety of beverages and snacks.
 

To mark the opening of the boutique, IWC Schaffhausen presents a special artwork by the artist M’Brick. The piece illustrates the IWC Pilot’s Watch Chronograph TOP GUN Edition “Lake Tahoe” (Ref. IW389105). It is made out of more than 35.0000 bricks, making it the largest piece ever made by the artist. Using a seemingly random variety of bricks in different shapes and sizes, it has a three dimensional and captivating complexity to it. From afar, the bricks form the instantly recognisable Pilot’s Watch, however, the closer one gets to it, the vaguer the subject becomes and takes on a whole new life of its own.
 

The new boutique is located on Ny Østergade 3, 1101 Copenhagen, Denmark.

Paris epitomises the French savoir-vivre like no other metropolis. The irresistible blend of luxury, elegance, art and a rich history offers an unforgettable experience for all the senses. Amid this fascinating backdrop, Avenue des Champs-Élysées stands out as the pulsating main artery of the city, connecting the Place de la Concorde with the monumental Arc de Triomphe. Lined by the Grand Palais parks and the Elysée Palace gardens, the avenue is home to exclusive boutiques, inviting cafés and renowned art galleries.

“We are excited to be opening our new flagship boutique in such an incredible location and look forward to welcoming Parisian watch lovers as well as curious visitors from all over the world,” explains Arnaud Miara, IWC Brand Manager France. 
 

After Zurich, Dubai, Shanghai, Beverly Hills and Madison Avenue in New York City, L’Appartement IWC is the Swiss luxury watch manufacturer’s sixth flagship boutique. Visitors are invited to immerse themselves in the fascinating universe of IWC over a total area of 232 square meters. In an ambiance of timeless elegance, the art of watchmaking and innovative technology merge into a harmonious whole. The inviting, bright premises have been renovated in the style of a classic Parisian flat. Typical features such as the fine parquet flooring, the walls with decorative mouldings and the historical fireplaces have been retained and ensure a comfortable feeling, just like in one’s home.

CRAFTSMANSHIP AND TECHNOLOGY UP CLOSE

On two floors, visitors can explore and experience first-hand the masterful craftsmanship and innovative technology that every IWC watch represents. On the ground floor, the entrance display offers insight into IWC’s brand DNA, focusing on calendars, chronographs and innovative material developments. 
 

The Engineering Wall on the first floor provides an in-depth look at the inner workings of IWC-manufactured movements and complications, focusing on complicated models and proprietary developments in advanced materials. Haute Horlogerie pieces offer an overview of complex complications such as calendars and tourbillons. In addition to showcasing the core collection, the central display case is dedicated to chronographs, case engineering and coloured ceramics. As part of an individualisation service offered exclusively in the IWC flagship boutiques, customers can design a customised version of the Portugieser Chronograph by choosing from different case materials, dial colours and bracelet options. Additionally, IWC Schaffhausen introduces a strap configurator for Portugieser, Pilot’s Watch, and Portofino models together with Manufacture Jean Rousseau. Each strap is fully customizable from materials, colors, linings, stitching, and even optional engravings to suit individual preferences.

LOUNGES COMPLETE WITH DESIGNER FURNITURE 

Finally, a meeting and event room at L’Appartement IWC is available for meetings and virtual tours of the Manufakturzentrum, live streaming of events, as well as for private and VIP events or watchmaking courses. Two lounges with elegant designer furniture complete the experience and invite customers to relax and enjoy a coffee. 
 

The new IWC boutique is located at 73 Avenue des Champs Elysées, 75008 Paris.

New York City, “the Big Apple”, “the City That Never Sleeps”. From Broadway and Central Park to Wall Street and Madison Avenue, it pulses with an unparalleled energy and excitement. With its luxurious boutiques, galleries, and storied history, Madison Avenue captivates shoppers from around the world with its exclusive allure and urban elegance.

“After 12 years in our first Madison Avenue Boutique, we are pleased to move to our new home at 645 Madison Avenue, at the corner of 60th and Madison. This new concept truly represents the DNA of IWC, which reflects modernity while putting craftsmanship and engineering at the center of everything we do. We cannot wait to welcome our customers, watch enthusiasts, and the watch curious to talk and learn about our watches and longstanding heritage,” adds Stanislas Rambaud, IWC Brand President USA.
 

Drawing inspiration from its surroundings, the boutique blends Swiss engineering and fine watchmaking with New York City style. Large floor-to-ceiling windows connect the indoors and outdoors, bringing the bustle of New York City into the boutique. Inside the 2,357-square-foot boutique with a black and white color scheme, customers can explore the IWC collections such as the Pilot’s Watches, Portugieser and Ingenieur.

WATCHMAKING EXPERTISE 

On a central display, the collections are shown alongside different modules, highlighting IWC’s expertise in colored ceramics, chronographs, and case engineering. The inner workings of the IWC-manufactured 52000 caliber automatic movement and the Pellaton winding system are also explained with the help of large models. A separate fine watchmaking exhibition showcases complex complications. Marking the arrival of the newly introduced Portugieser collection in the US, the IWC Portugieser Eternal Calendar (Ref. IW505701) with a moon accuracy of 45 million years is displayed there. 
 

For the first time, the Swiss luxury watch manufacturer has a fully transparent watchmaker atelier at the front of the boutique featuring a product test lab display – yet another boutique first for IWC Schaffhausen. Visitors can observe the artisan skills of an IWC watchmaker working on IWC-manufactured movements. With the possibility of connecting the Cyberloupe^® to the large screen on the back wall, they can also get a closer look at the tiny components inside. 
 

The product test lab station showcases selected steps of IWC’s various product testing procedures. The first station is a bath test for corrosion and water resistance, while the second shows the strap torsion test. The third station displays the endurance test for chronographs. Glass walls separate the atelier from the Portugieser individualization service area and meeting area. 

CUSTOMIZABLE WATCHES 

Exclusively available at IWC flagship boutiques, customers can customize their Portugieser Chronograph by selecting from a range of case materials, dial colors, hand and applique material, bracelet options and an optional case engraving. 
 

Additionally, IWC Schaffhausen introduces a strap configurator for Portugieser, Pilot’s Watch and Portofino models together with Manufacture Jean Rousseau. Each strap is fully customizable from materials, colors, linings, stitching and even optional engravings to suit individual preferences.

UNIQUE HOSPITALITY AND SIGNATURE NEW YORK COFFEE 

Adding to the welcoming atmosphere, the boutique has a fireplace, lounge, and bar, the BIG PILOT CAFE NYC, where visitors can enjoy coffee beverages made from a specially developed IWC coffee. A subtle nod to the city that never sleeps and its unique coffee culture, IWC Schaffhausen and Coffee Project New York collaborated to curate the IWC New York Flagship Signature Coffee. Dedicated to improving the quality of life for everyone in the coffee supply chain, Coffee Project New York is a minority women-owned coffee company with several shops, a local roastery and an education campus. 
 

Visitors can unwind and immerse themselves in the world of IWC in the lounge, where they can virtually tour the Manufakturzentrum in Schaffhausen or participate in virtual events and meetings. The lounge is also suitable for VIP and private events and the bar doubles as a space for watchmaking classes. 
 

The opening of the Madison Avenue IWC flagship boutique comes shortly after the grand opening of the Rodeo Drive flagship boutique opening in Beverly Hills, making it the fifth flagship globally. The new IWC flagship boutique is located at 645 Madison Avenue, New York, NY 10022, USA.

With its intricate system of canals and waterways, Amsterdam is also known as the “Venice of the North”. The classical element of water also connects the city with Schaffhausen, where the American watchmaker and engineer Florentine Ariosto Jones established the “International Watch Company” on the banks of the Rhine river more than 150 years ago. IWC is excited to return to Amsterdam with its fifth global flagship boutique after Zurich, Dubai, Shanghai and Beverly Hills. Like the previous boutique in Amsterdam but larger and with more amenities and services, the new flagship is located on P.C. Hoofstraat. Named after the Dutch poet and historian Pieter Corneliszoon Hooft, this street is known for its chic ambiance and international allure and is one of Amsterdam’s most exclusive shopping destinations. 

The new flagship boutique is designed as an open and welcoming space. IWC’s collections take centre stage in open displays, allowing clients to experience the watches hands-on in a much more tactile way. All watch displays feature touchscreen technology, giving visitors access to a broad range of information about the timepieces on display at the touch of a button, including product history, technical specifications and customisation possibilities. The boutique seamlessly blends different textures and materials in a colour palette that is reminiscent of “Mojave Desert”, “Lake Tahoe” and “Woodland” – the eye-catching ceramic colours IWC developed in collaboration with Pantone^®. 

IWC’S ENGINEERING APPROACH EXPLAINED 

The “Engineering Wall” allows visitors to learn more about IWC’s engineering heritage and expertise. For example, it details the sequential steps from raw material to finished watch case for materials such as stainless steel, titanium and Ceratanium®. Clients can also discover how many parts go into an IWC-manufactured movement and in which order they are assembled. Ingenious mechanisms like the Pellaton automatic winding system or the IWC-typical double moon phase display are explained with large working models. The wall also exhibits watches developed in IWC’s engineering division “XPL”.
 

In the “Strap Studio”, clients can explore various strap options, ranging from water-resistant rubber straps in fashionable colours to leather alternatives like TimberTex^® and MiraTex^®. Selected watches can be fitted with new straps on-site to customise them to one’s individual tastes and needs. The new boutique also houses a permanently installed watchmaker atelier on the first floor. This allows clients to see their watches get repaired and cleaned, giving visitors a unique insight into the brand’s craftsmanship. 
 

Complementing the experience are two comfortable lounge areas, one with a fireplace for the cool winter days and a large screen that enables clients to take a virtual tour of IWC’s Manufakturzentrum in Schaffhausen. A separate boardroom offers a perfect space for watchmaking classes and meetings. After exploring the IWC universe, clients can enjoy a beverage at the boutique’s very own BIG PILOT BAR.

A CELEBRATION OF SHARED FOUNDATIONS 

In celebration of IWC and Amsterdam’s mutual legacy of engineering and water, IWC officially unveiled its new flagship boutique with an interactive installation “The Origins of Time” featuring a water simulation. It allows visitors to interact with digital versions of the sea, Rhine Falls, and Amsterdam canals as they explore the brand’s history and key achievements through immersive storytelling. 
 

The new IWC flagship boutique is located on P.C. Hoofstraat 132-134, 1071 Amsterdam.

In 2008, IWC Schaffhausen opened its first US boutique in Beverly Hills. This was an important milestone for the 155-year-old Swiss luxury watch manufacturer founded by American engineer and watchmaker, Florentine Ariosto Jones. Originally located on Brighton Way, the boutique has since then moved to Rodeo Drive where it first opened its doors in 2015. The reopening marks yet another step in the implementation of the new series of IWC flagship boutiques around the globe. Each one with its own distinctive features, the Rodeo Drive flagship boutique is a reference to IWC’s case material expertise. An expertise that was recently reinforced with the new range of colored ceramics that are inspired by American landscapes (Mojave Desert, Lake Tahoe, and Woodland Forests).

Designed in a loft-like style, the boutique has a full-height glass façade and entrance welcoming visitors inside. Spanning over 528 square feet, IWC’s innovative spirit, craftsmanship, and engineering expertise is exemplified by the XPL installation featuring a Shock Absorber exhibition piece, the heritage exhibition display, and the so-called engineering wall. This wall illustrates the ceramic process, case production, and hand-in movements. For the reopening, IWC pays tribute to the Pilot’s Watch with a full display of historical timepieces from the collection. 
 

Seamlessly blending natural materials and earthy hues with modern elements, the boutique has a black, green, white, and cream color scheme further emphasizing IWC’s colored ceramics. The two boutique lounges are inspired by the colors IWC and PANTONE^® specified as “Mojave Desert” and “PANTONE^® Ceratanium^®”. Both lounges can also be used for live streaming events, virtual manufactory tours and meetings as well as private events. Connecting the two floors, the wooden staircase and paneling on the wall and ceiling offer a cozy and welcoming space. 
 

On the ground floor, the lifestyle and custom studio features two displays. The strap studio display provides an overview of the strap options for the Pilot’s Watch, Portugieser, and Portofino collections. The other one showcases a colorful variety of dials for the newly introduced Portugieser 3716 Individualization Service available exclusively at IWC flagship boutiques. On the second floor, for the first time, an IWC boutique has a permanently installed watch spa at the front of the house. This allows clients to see their timepiece get cleaned and its accuracy and water resistance get tested. It also has an embossing machine and accommodates exploded movement calibers, giving visitors a unique insight into the brand’s product complexity and craftsmanship. 
 

Located at 329 North Rodeo Drive, Beverly Hills, the flagship boutique is IWC’s 4^th new generation flagship boutique worldwide. It follows the brand’s recent boutique openings in Washington DC, Hudson Yard, New York, and Short Hills, New Jersey.

Berlin is a world-class destination with a rich, storied past and a vibrant atmosphere. Like no other metropolitan area in Europe, it attracts creative minds like artists and designers, filmmakers and musicians, but also pioneering entrepreneurs and start-up founders from the tech world. The new IWC boutique in Berlin is the Swiss luxury watch manufacturer’s second boutique in Germany after Munich. It is located on Kurfürstendamm, Berlin’s most famous shopping boulevard.

THE SIXTH INSTALMENT OF IWC'S NEW BOUTIQUE CONCEPT

After Battersea Power Station, Rotterdam, Sanya, Washington and Costa Mesa, Berlin is the sixth location to feature IWC’s new boutique concept, offering a transparent and cosy interior as welcoming as a friend’s home. On more than 200 square meters, clients can explore the art of Swiss watchmaking in an immersive environment. While showcasing IWC’s most important product lines, separate exhibitions also demonstrate the brand’s engineering and materials competence. IWC’s watch families, such as the sporty Pilot’s Watches, the classic Portugieser and the refined Portofino, are displayed in glass vitrines. 
 

The Engineering Wall enables visitors to dive deeply into IWC’s engineering heritage. Among other things, it features easy-to-understand models showing the assembly order of different IWC-manufactured movements, as well as explaining the functionality of IWC’s Pellaton winding system and the double moon phase display. Another part of the exhibition walks visitors through the colour engineering from the first inspiration to the coloured ceramic case. Finally, the Engineering Wall also visualises the complex ceramic production process from polycrystalline powder to green body and finished ceramic watch case. 
 

Complementing the visitor experience is a lounge area, an inviting and quiet corner for clients to relax and have a drink. A separate space for different events, such as watchmaking classes or virtual manufacturing tours, completes the amenities of the boutique. 
 

The new IWC boutique is located on Kurfürstendamm 184, 10707 Berlin.

IWC Schaffhausen officially unveiled the new boutique at London’s Battersea Power Station, with both the IWC CEO, Christoph Grainger-Herr, and the IWC Brand Director for the United Kingdom, Grant Wilson, in attendance. With large glass walls creating an inviting environment and the latest cutting-edge technology, the boutique offers a glimpse into IWC’s future whilst honouring the brand’s innovative craftsmanship and heritage.

With a total space of 200 square metres, clients are invited to immerse themselves into the world of IWC, where every watch takes centre stage with modern, glassless display cases in order to offer a more open and tactile product experience. Discover the latest collections and designs, including the new Portugieser Automatic and Chronograph, the Portofino Automatics, Chronographs, Moon Phase, and of course, the Pilot’s Collection.

The boutique also pays tribute to IWC’s legendary engineering innovation, as guests are able to experience the watchmaking process with interactive screens and an immersive presentation about the materials used by IWC. Visitors can also take a moment to relax at the boutique’s bar, where they can discover a bespoke cocktail menu in partnership with Portofino Gin, as well as coffee and other beverages, all of which are sourced through local partners that take a similar approach towards sustainability as IWC. Furthermore, the bar itself can transform into a watchmaking masterclass. Here, guests can have a go at constructing the latest in-house calibre 69 chronograph movement alongside a live stream broadcast directly from the IWC headquarters in Schaffhausen, Switzerland, with an expert watchmaker on hand to guide guests through each step.

“Battersea Power Station and IWC Schaffhausen have an incredible history which now links us together with a modern twist. Guests can fully immerse themselves into IWC’s world and discover how we engineer some of our most iconic timepieces”, explains Grant Wilson, Brand Director at IWC Schaffhausen UK.

Battersea Power Station and IWC Schaffhausen share many historical links. For example, the plumes of smoke from the power station were used as beacons for RAF pilots returning home during the Second World War. The same pilots were supplied with IWC’s Mark XI timepieces as navigational tool watches. The new boutique’s design also features the power station’s original brickwork, echoing IWC Schaffhausen’s roots, founded by Florentine Ariosto Jones, an American who emigrated to Switzerland in 1868 from Boston, an industrial powerhouse.

Before motorsport’s elite gather for the final F1 Grand Prix™ race of the 2022 season on Abu Dhabi’s Yas Marina Circuit, IWC Schaffhausen invited brand ambassador Lewis Hamilton for a ride around Dubai. His driver and tour guide was no other than Alexandra Hirschi, known by millions of car enthusiasts worldwide as “Supercar Blondie.” The Australia-born content creator has been calling Dubai home for many years, which is known as one of the most attractive and exciting destinations around the world for tourism, trade and luxury. Driving down the famous Sheikh Zayed Road and passing many iconic landmarks, the two discussed Dubai’s association with cars and culture while sharing insights into their relationship with the city and recalling their most memorable experiences there.

After arriving at the Dubai Mall, Hamilton was welcomed to the flagship boutique by IWC CEO Chris Grainger- Herr and former F1™ star and brand ambassador David Coulthard. In the entrance area, the 7-time world champion was reunited with the Mercedes-AMG F1™ W12 E Performance, his race car from the 2021 season. The car is exhibited in the boutique, underscoring its strong thematic focus on racing and engineering. The group then walked over to the “Engineering wall”, where they admired a selection of iconic racing watches that IWC created in collaboration with its longstanding motorsport partners. Among these were the “Lewis Hamilton” Big Pilot’s Watch Perpetual Calendar Edition with a burgundy dial, and the Pilot’s Watch Chronograph 41 Edition “Mercedes-AMG PETRONAS Formula One™ Team,” the official team watch that was launched at the Miami GP™ earlier this year. Finally, they headed to the “Big Pilot Café” for a well-deserved pit stop.

THE NEXT LEVEL OF LUXURY WATCH RETAILING

IWC’s innovative “new retail” concept blurs the traditional boundaries between a physical store and a digital experience. Interactive features and services enable visitors to immerse themselves into the IWC universe in an unprecedented way, taking luxury watch retailing to a new level. The first flagship boutique with this concept was opened in September 2020 in Zurich, Switzerland. The centrepiece of “IWC Racing Works” is the IWC Racing Mercedes-Benz 300 SL “Gullwing,” the official race car of the IWC Racing Team. The Dubai boutique then marked the second “new retail” flagship. Designed in the functional aesthetic of the Big Pilot’s Watch, it was opened in March 2022 and focuses on IWC’s longstanding connection to the worlds of motorsport and racing. For example, the Central Exhibition Area explores IWC’s partnerships with Mercedes-AMG and the Mercedes- AMG PETRONAS Formula One™ team, while the Engineering Wall lets visitors deep-dive into IWC’s engineering heritage and comprehensive materials expertise. Just a few weeks ago, IWC opened its third “new retail” flagship boutique at the Taikoo Hui Mall in Shanghai, China.

IWC’s new flagship boutique is located at the HKRI Taikoo Hui mall, West Nanjing Road, in the West Central Business District in Shanghai. After Zurich and Dubai, Shanghai marks the Swiss luxury watch manufacturer’s third global IWC flagship location. Visitors are greeted by an impressive three-dimensional façade featuring an oversized Pilot’s Watch Chronograph TOP GUN Edition “Lake Tahoe”. Over more than 300 sq. m., they can immerse themselves into distinctively themed worlds and discover IWC’s iconic Pilot’s Watches, Portugieser and Portofino collections. This makes it the largest IWC boutique in the world in terms of square metres.

Adding a futuristic touch to the boutique is the presence of IWC’s partner Airspeeder, the world’s first racing series for electric flying cars. Visitors can take a seat in the cockpit of a “speeder” racing drone and enjoy a Mixed Reality (MR) flight through landscapes inspired by IWC’s “Colors of TOP GUN” Lake Tahoe, Woodland, Mojave Desert and Ceratanium®.

MERGING THE BEST OF BOTH WORLDS

IWC’s new retail concept creates intelligent connections between the physical and virtual worlds. For example, an interactive display lets visitors deep-dive into IWC’s engineering heritage. They can learn more about the brand’s unique materials expertise, IWC-manufactured movements and complications. All watch displays in the boutique feature Inspify touchscreen technology, allowing visitors to access a broad range of information about the timepieces on display, including product history, technical specifications, and customisation possibilities. A story portal with live social media feeds or a Portl hologram box adds to the digitally enhanced visitor experience. The box will feature 3D appearances of IWC family members, such as free ski star Eileen Gu, Mercedes-AMG PETRONAS Formula One™ Team drivers Lewis Hamilton and George Russell, or legendary IWC watchmaker and inventor of the perpetual calendar, Kurt Klaus.

In addition, a mini programme on IWC’s WeChat account is dedicated to the new flagship boutique, enabling users to discover the boutique and take full advantage of its services. Visitors can, for example, get an overview of all flagship boutique features and services or take a virtual tour.

AN INTEGRATED FOOD AND BEVERAGE CONCEPT

Also, for the first time, IWC has integrated a fully-fledged food and beverage concept into a flagship boutique. At the “Big Pilot Bar,” visitors can enjoy delicious food, freshly brewed coffee or savoury cocktails – inside or on the outside terrace. The bar’s offer can also soon be enjoyed without a visit to the boutique. In addition, a huge background screen transforms the inside seating area into a space for events such as product presentations, Cyberloupe® watchmaking experiences or virtual tours of the IWC’s manufacturing centre in Schaffhausen. The video of the boutique is available on: https://youtu.be/GEdJh5v4ODs

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.

Located on the ‘home straight’ of Zurich’s Bahnhofstrasse, the expanded and remodelled boutique has been styled as ‘IWC Racing Works’ – the global home of the brand’s classic racing team. The space invites clients to enter the world of a bustling motor-racing workshop, appointed with a rich blend of motorsport memorabilia, engineering artefacts and unique timepieces that tell the story of the long-standing connection between IWC and motor racing. The motoring centrepiece is the IWC Racing Mercedes 300 SL “Gullwing” - the official car of the IWC Racing Team, driven by racing legends such as David Coulthard, Bernd Mayländer and Mercedes-AMG ambassador Bernd Schneider. Visitors can not only marvel at the sculptural beauty of the Gullwing, they are also invited to buckle up in the cockpit and put their racing skills to the test in a bespoke VR driving experience.

Upon entering the boutique, clients step into a welcoming and personal space – an eclectic collector’s den filled with marvels of engineering and memories of great adventure. The presentation of the full collection of IWC timepieces takes centre stage, anchored by newly developed open and glass-free presentation cases for a more tactile product experience. The surrounding space is defined by distinct thematic zones:

The ‘Engineering Lab’ tells the story of IWC’s technical excellence and key innovations from the brand’s 152-year history. Movement models and material samples are complemented by a choreographed multimedia presentation.

The ‘Garage’ at the back of the store houses the 300SL Gullwing and the VR driving experience as well as the Hero Wall – an animated presentation of IWC racing drivers, their legendary victories and timepieces.

The ‘Customs Studio’ is reminiscent of an interior trim and upholstery workshop and specializes in strap and accessory customization and personalization. Watch straps made from signature red Mercedes 300SL upholstery leather will be exclusively available at the Zurich boutique. IWC’s famed hospitality along with themed snacks and drinks can be enjoyed at the ‘Paddock Bar’.

The ‘Driver’s Lounge’ is where guests can suit up and get ready for the race, courtesy of an instore digital shop-the-look concept in partnership with Mr. Porter, and study every twist and turn of the renowned Goodwood Motor Circuit.

The ‘Workshop’ on the lower ground level features the on-site watchmaking studio with AR video functionality as well as a live link to the Manufacturing Center in Schaffhausen. Clients will also be able to browse some of IWC’s most famous ads as well as a curated selection of motor racing themed vintage watches available for sale.

The IWC Racing Works experience will be augmented and extended by virtual and digital features, including interactive shop windows controllable from the outside as well as a full boutique VR experience on iwc.com. Clients will also benefit from a range of new services including part exchange, remote video consultation and interactive visual merchandising that connect customers to both WeChat and IWC.com where our customers can continue their experience post boutique visit. We will also launch a “shop the look” feature in partnership with Mr Porter so that customers can complete their style with a curated collection of clothing and accessories.

The visitor experience at the new flagship boutique is additionally enhanced by a range of digital functionalities. For instance, the content on the displays in the shop windows can be controlled from outside on the street using a mobile phone. In the entrance, a magical interactive book guides visitors through the history of the company’s foundation and IWC’s most important product ranges. The entire flagship boutique can also be visited in virtual reality at iwc.com. Customers can make the most of new services such as video consultations.

“This new space envelops guests in all the excitement of IWC’s racing heritage,” added chief designer Pascal Sbrzesny. “There is so much to explore, an abundance of details and hidden references. We want to take all our guests on a journey of discovery which surprises and entertains.”

IWC Racing Works Zurich is the first in a series of themed IWC flagship boutiques around the world. The next projects will continue to tell the IWC story of engineering and adventure – one exhilarating chapter at a time.

The IWC pop-up store is located in the non-Schengen part of Amsterdam Airport Schiphol in Lounge 2. Across a total surface area of 139 square meters and spread over two floors, it features a library, a lounge area, and a bar where visitors can enjoy a refreshing drink, upon invitation. The pop-up store is operated in cooperation with Gassan, official IWC retail partner in the Netherlands.

TIMEPIECES FROM IWC’S SIX ICONIC PRODUCT FAMILIES

Visitors of the pop-up store at Amsterdam Airport Schiphol can discover an exclusive selection from IWC’s six product families: the iconic Pilot’s Watches, which bring the dream of flying to the wrist; the timelessly elegant Portugieser, which stands for sophistication and Haute Horlogerie; the refined and elegant Portofino, which epitomizes the laidback Italian lifestyle; the functional and sporty Aquatimer diver’s watches, which are reliable companions for adventures underwater and on land; the sporty and elegant Ingenieur, which draws inspiration from classic car races and vintage automobiles; or the beautiful Da Vinci, which combines the inventive spirit of IWC’s engineers with an extraordinary aesthetic.

GASSAN

Gassan Diamonds, part of the Gassan Group, is a traditional family-owned business located in an old steam diamond factory in the historic center of Amsterdam. The company is engaged in diamond grinding, wholesale and retail of loose and set diamonds, gold jewelry, and watches. Gassan Diamonds takes a progressive position in the diamond world, partly by introducing a new proprietary cut, the Gassan 121. In 1967, Gassan Schiphol started the first diamond counter at Schiphol Airport. Nowadays, Gassan Schiphol has 15 selling locations at airside and one at landside, making it one of the largest concessionaires of the Schiphol Group.

The boutique was designed by IWC’s in-house architects and will house limited edition collections and timeless pieces. The interior will feature the typically elegant IWC design, with soft beige tones and dark wood accents offering both a masculine and welcoming atmosphere, the perfect setting to showcase IWC Schaffhausen timepieces.

IWC Schaffhausen has chosen to partner with Kennedy, one of Australia’s leading watch and jewellery retailers to handle the operations of their first boutique and deliver an exceptional customer experience.

Seeing Australia as a market that offers a lot of potential for the brand, the boutique will create awareness and visibility in a prime, high-traffic location, enhancing customer experience and allowing watch enthusiasts to dive into the world of IWC Schaffhausen.

With a growing community of loyal customers, collectors and fans, Melbourne is the ideal location for IWC Schaffhausen and a natural progression for the brand. IWC Schaffhausen is thrilled to open their first Australian boutique.

KENNEDY

Kennedy is one of the leading destinations for watches and jewellery, with five mono-brand boutiques, including IWC Schaffhausen Melbourne; as well as three multi-brand boutiques: The Star Sydney, Crown Melbourne and Crown Perth. A family business, Kennedy was founded in 1976 with a passion and precision for curating the world’s finest timepieces and jewellery. Kennedy prides itself on providing a luxurious and memorable retail experience to watch connoisseurs with attentive, personalised service paired with exceptional product knowledge. Kennedy is owned by Australia’s leading luxury brand retail group, Kennedy Luxury Group, who specialise in the world’s most desirable luxury brands.

The bar was designed by IWC and gastronomy partner Globus in the hopes that it will become established as a meeting place for style-conscious gourmets from around the world. Characterized by dark wood and leather, the interior is reminiscent of the legendary gentlemen’s clubs from the 1920s and 1930s, where pilots spoke of their experiences in the air. The carefully designed furnishings – including details such as original photos or maps – transport guests back to the thrilling era of aviation pioneers. Among the highlights on the drinks menu are creative cocktails inspired by IWC’s Pilot’s Watch collection, such as the “R. J. Mitchell”, named after the designer of the Supermarine Spitfire, or the “Rose” inspired by the rose motif from Antoine de Saint-Exupéry’s story “The Little Prince”.

A SEAMLESS EXTENSION OF THE BOUTIQUE

Right next door to the bar “Les Aviateurs” and directly linked to Globus is the IWC boutique, where visitors can admire the Pilot’s Watches manufactured by the brand. With their high functionality and purist design, these timepieces from Schaffhausen have been bringing the dream of flying to wearers’ wrists in a stylish way – for over 80 years. Visitors can admire icons such as the Pilot’s Watch Mark XVIII, which harks back to the Mark 11 produced for the Royal Air Force in 1948, and the Big Pilot’s Watch inspired by the historic Big Pilot’s Watch Calibre 52 T. S. C. Other popular timepieces include the Spitfire Pilot’s Watches with their slate-coloured dials and the Top Gun models with their cockpit-like design and black ceramic cases. The special editions in honour of the French author and pilot Antoine de Saint-Exupéry and his story “The Little Prince” feature tobacco brown or midnight blue dials.
 

Les Aviateurs
Rue du Rhône 48
1204 Geneva
 

Opening hours
Monday – Wednesday
7.00 a.m.– 7.00 p.m.
Thursday
7.00 a.m.– 9.00 p.m.
Friday
7.00 a.m.– 7.30 p.m.
Saturday
8.30 a.m.– 6.00 p.m.
Sunday
closed

The Toronto boutique is IWC’s first in Canada, and seventh in North America following two in Miami, and one in New York City, Las Vegas, Beverly Hills and Costa Mesa. It is located in the Yorkdale Shopping Centre, one of Canada’s leading shopping destinations, in the immediate vicinity to other global luxury brands from the worlds of fashion, jewellery, and watchmaking.

The new boutique concept which IWC is implementing across the globe uses a blend of materials such as natural stone, dark wood and glass surfaces to create the perfect backdrop for the high-quality mechanical watches from Schaffhausen. In these luxurious surroundings, Canadian watch lovers can now discover IWC’s six product families and their fascinating universes hands on: the iconic Pilot’s Watches, which bring the dream of flying to the wrist; the timeless-elegant Portugieser, which stands for sophistication and haute horlogerie; the reduced and elegant Portofino, which epitomizes the laid-back Italian lifestyle; the functional and sporty Aquatimer dive watches, which are reliable companions for adventures under water and on land; the sporty and elegant Ingenieur, which draws inspiration from classic car races and vintage automobiles; or the beautiful Da Vinci, which combines the inventive spirit of IWC’s engineers with an extraordinary aesthetic.

The new IWC boutique is located on the ground floor of the Globus building at 48 Rue du Rhône. It has an attractive layout with sales and lounge areas on different levels. The interior features the typically elegant IWC design, with soft beige tones, dark wood accents, glass and natural stone, and, with 100 square metres of space, offers enough room for an in-house watchmaker, who will be on hand to assist customers with any technical matters.

To mark the occasion of the opening, IWC is launching a special-edition timepiece that is limited to 50 watches. The Portugieser Chronograph Rattrapante Edition "Boutique Genève" (Ref. IW371221) takes up the tradition established by the first Portugieser Chronograph Rattrapante, introduced by IWC in 1995. The double chronographfeatures a split-seconds hand that allows two separate times to be recorded simultaneously. This model features a stainless-steel case and striking feuille hands and appliquéd Arabic numerals that are both rose-gold-plated. A telemeter scale is printed on the flange at the edge of the black dial, while a tachymeter scale is printed on the inner ring. The watch is powered by the hand-wound 76240- calibre movement with a 44-hour power reserve. The words "Cé qu’è lainô", the title of Geneva’s anthem from after the year 1602, are engraved on the back of the watch. This model is fitted with a brown alligator leather strap with a folding clasp and is now available exclusively at the new IWC Boutique Geneva.