New IWC boutique opens in the heart of luxury
Paris, 14 June 2012 – Following the opening
of its flagship boutique in New York City at
the end of April, IWC Schaffhausen is now
the world. Laid out over two floors, IWC’s first
Parisian boutique will open in the heart of
the prestigious Rue de la Paix – the perfect
address in the world of luxury watchmaking.
Located between the notorious Place Vendôme
and the majestic opera Palais Garnier, the legendary
Rue de la Paix is the emblem of French
luxury. Recognized around the world as being
one of the most refined streets of the French
capital, the address sparks desire among buyers
and has hosted the biggest names in the watchmaking
and jewellery industries since the early
nineteenth century. Having cemented its reputation
at number 15, IWC Schaffhausen is making
a name for itself in the Parisian watchmaking
world and, with its new boutique, invites visitors
on a fascinating journey through sky and sea
into the multifaceted universe of its famous
watch families.
The architecture of the new boutique is based
on the founding values of IWC and is an expression
of its innovative and engineering excellence.
Designed by IWC’s in-house architects,
the boutique welcomes clients in a modern
space with an emotional ambiance which brings
the company’s spirit and philosophy to life. The
elegant showroom with a masculine and minimalist
feel is a universe combining chrome,
brushed metal and wood. In the entrance area
the eye is drawn to the central element of the
room: in a display, IWC’s milestones in Haute
Horlogerie are presented and include complications
such as the tourbillon, the minute repeater
and the perpetual calendar, as well as skeletonized
masterpieces. A spacious lounge leads
visitors to discover the Portuguese watches with
their history of navigation, the fascination of
aviation that accompanies the Pilot’s Watches or
the Da Vinci family which represents the world
of ingenuity. Guests are invited to immerse themselves
in the underwater world of the Aquatimer
diver’s watches and to explore the identity of
the Ingenieur’s world of engineering. Finally, a
trip to the picturesque little harbour town that
lends its name to the Portofino watch family
shows the inspiring and swinging world of the
Italian way of life of the Fifties and the Sixties.
As it was built respecting all of the IWC values,
this boutique evokes the soul of different watch
families, of which each is carefully placed in an
area with a unique decor, resulting in a complete
immersion into their different universes.
The mezzanine floor provides a spectacular view
of the watch families displayed on the ground
level. Further along it radiates a unique atmosphere
with a generous lounge. The boutique
invites visitors on a journey to the heart of the
many aspects of the brand. “We are proud to
be present with our own IWC boutique in Paris
and look forward to welcoming watch lovers to
this wonderful venue,” says Georges Kern, CEO
of IWC Schaffhausen.
Previous story:
RSS Feed
