IWC Schaffhausen this morning opened its first UK boutique on London’s New Bond Street in Mayfair.
The opening follows a four-month build to completely convert the 90sq m, two-storey space in a bid to be open in time for the last weekend of Christmas shopping.
Georges Kern, IWC chief executive officer, said: “An IWC boutique in London has been a key focus of the brand for some time now and we’re delighted to finally be able to offer our customers a destination where they can choose from the best selection of IWC timepieces in the UK. The retail concept we’ve created not only reflects our unique identity but offers an exceptional customer experience. We are looking for- ward to welcoming our guests at this marvellous location and inviting them to experience IWC’s philosophy of engineering excellence combined with brand values such as craftsmanship, style and innovation.”
Simon Chambers, IWC’s UK brand director, said: “The new London boutique features a unique design concept; one which has been implemented in the UK first and allows our customers a dedicated brand experience, truly reflective of IWC. We’re delighted that the London boutique was chosen as the location to launch this new design concept and we’re confident our customers will respond positively”.
The new design concept allows for complete adaptability to the local architectural context and whilst the product presentation and furniture will be globally consistent, the spatial environment can be adapted to the architectural style of a building, its heritage or the uniqueness of its location. In keeping with its Art Deco exterior, the new Bond Street boutique will feature Art Deco elements throughout, making it entirely unique in comparison to other IWC boutiques worldwide. IWC’s signature monochrome colours will be augmented by piano-finished Macassar wood, polished stainless steel, Carrara marble and luxurious carpets.
With two floors of dedicated retail space, the new boutique will offer the most exceptional collection of IWC timepieces available in the UK, including a special edition Big Pilot’s Watch Perpetual Calendar in stainless steel, manufactured exclusively for the IWC London boutique. The Portofino Midsize, IWC’s newly launched diamond-set collection, will also be available in its entirety. The new boutique features an all-new lighting concept by renowned French lighting designers Ponctuelle, ensuring all timepieces displayed are perfectly lit.
The boutique’s team will not only be on hand to advise customers on their choice of watch, but also to provide guidance on the city. In addition, an IWC watchmaker has been positioned on the first floor, offering maintenance advice and servicing. For those looking for a more bespoke service, the boutique team will also offer VIP retail and private consultation.
The second floor of the boutique offers a members club lounge experience, with a fireplace and bespoke drinks menu, featuring mulled wine and Billecart Salmon champagne. The idea is to offer customers a home away from home and an escape from the bustling streets of central London.