HH Magazine

Following the opening of its flagship boutique in New York City at the end of April, IWC Schaffhausen is now settling into the luxury and fashion capital of 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. ■

Press release

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