IWC Schaffhausen has officially opened a branded boutique within Watches of Switzerland’s largest UK showroom at 155 Regent Street, London. The company’s watches were previously on sale at the lower ground multibrand area.
Hollywood actor and IWC brand ambassador Dev Patel joined chief executive Christoph Grainger-Herr and Watches of Switzerland CEO Brian Duffy for the ribbon-cutting.
“We are delighted of our expanding relationship with Watches of Switzerland. Storytelling is at the heart of our six watch families, and being able to bring clients into our world inside this new IWC Schaffhausen boutique within the 155 Regent Street showroom, is one we are immensely proud of,” said Mr Grainger-Herr.
Mr Duffy added: “We are delighted to be opening this new and upgraded IWC boutique within our 155 Regent Street showroom. It is a demonstration of Watches of Switzerland’s continued belief and passion in the IWC brand, and we are excited to welcome our clients in to view the exceptional timepieces we have on display here.”
Unlike most multibrand showrooms, Watches of Switzerland’s 155 Regent Street flagship has branded boutiques over two floors where watchmakers can offer a more immersive experience.
The new boutique was designed by IWC’s in-house architects and will showcase pieces from its six watch families.
It is also expected to get access to allocations of limited editions that might not be available to regular multibrand authorised partners.