IWC will bring a little bit of Formula One glamour to Selfridges in London when it takes over the store’s Wonder Room for two weeks commencing late June.
The watch brand will stage an F1-inspired pop-up exhibition at the London department store that will mimic its stand at this year’s SIHH. The installation will include an F1 car driving simulator, giant IWC watches in the Selfridges windows and also a virtual F1 wind tunnel, which is a first for any UK department store.
The Selfridges pop-up shop will bring with it the IWC Ingenieur 2013 collection, which will be the first time it has been shown in its entirety in the UK. A selection of 1950s Ingenieur watches will also be on display.
IWC has described the pop-up shop, which will run from June 24 to coincide with the British Grand Prix, as one of the biggest UK events it has held to date.