IWC Schaffhausen has opened the doors to its all-new flagship boutique in Zurich. Taking the concept of retail to a new dimension, IWC provides an interactive journey into its world, bringing to life the connection between engineering excellence in watchmaking and motorsport through a focus on the IWC Racing Team. The immersive experience includes memorabilia, virtual reality and even a live link to IWC’s Manufacturing Center in Schaffhausen for clients to enjoy as they browse the brand’s finely crafted timepieces.
The new boutique is truly a paradise for design, watchmaking and automotive racing enthusiasts!
Located on the ‘home straight’ of Zurich’s Bahnhofstrasse, the expanded and remodeled 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.
Upon entering the boutique, client’s 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.
“With this boutique we wanted to create a story our clients can walk into and become a part of – a permanent event bringing the world of IWC Racing to life. The Racing Works store offers a complete in-depth brand and service experience, as well as a centre of excellence for watchmaking.” Christoph Grainger-Herr, CEO of IWC Schaffhausen
Each surrounding space in the boutique is defined by distinct thematic zones such as the Engineering Lab, Garage, Customs Studio, Drivers Lounge, Workshop that create a story one can walk into and become a part of the world of IWC Racing.
“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.”