October saw the re-opening of IWC Schaffhausen’s flagship boutique on Rodeo Drive in Beverly Hills, California.
The showroom aims to use modern technology to bring the IWC universe to life while honouring the history and heritage of the Richemont-owned watch brand.
IWC has been present in Beverly Hills since 2008, when it opened a boutique on Brighton Way.
It moved to Rodeo Drive in 2015, but the newly refurbished showroom adopts the brand’s modern fusion of materials, particularly ceramic, which provides a link to some of its hottest watches.
“We are thrilled to welcome clients and visitors alike back into our flagship boutique on Rodeo Drive. With our American roots, it holds a special place in our hearts,” says Christoph Grainger-Herr, CEO of IWC.
“The redesigned boutique draws inspiration from American landscapes which is combined with technology and storytelling about our engineering. This interplay reflects our innovative spirit. The relaxed yet sophisticated space allows visitors to fully experience our universe, get inspired, and learn more about the many facets of IWC,” he adds.
Designed in a loft-like style, the 528 square foot boutique has a full-height glass façade and entrance.
IWC’s spirit, craftsmanship, and engineering expertise are shared using modern technology including an XPL installation with a Shock Absorber exhibition piece, a heritage exhibition display and an engineering wall that illustrates the ceramic process, case production, and hand-in movements.
