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IWC launches a new boutique concept in Zurich
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IWC launches a new boutique concept in Zurich

Thursday, 24 September 2020
By The FHH Journal editors
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The FHH Journal editors

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2 min read

IWC Schaffhausen has opened the doors to its new flagship in Zurich for an interactive journey into its world. The immersive experience includes memorabilia, virtual reality and even a live link to IWC’s Manufacturing Center in Schaffhausen.

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.

IWC Boutique in Zürich © IWC
IWC Boutique in Zürich © IWC

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. “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,” explains IWC CEO Christoph Grainger-Herr. “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
Christoph Grainger-Herr, CEO of IWC Schaffhausen

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. IWC Racing Works Zurich is the first in a series of themed IWC flagship boutiques around the world.

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