On December 19, 2014, Schaffhausen IWC ushered in the opening ceremony of the brand’s first British boutique in the New Bond neighborhood of Mayfair, London. The new boutique is divided into two floors and covers a total area of 90 square meters. After four months of intensive construction and renovation, it opened in time to welcome the upcoming Christmas shopping season.
Georges Kern, CEO of IWC, said: ‘Opening a boutique in London has been the brand’s long-cherished focus and has always been our focus, and we are now very happy to provide UK customers with an ideal place to appreciate and buy the best timepieces from IWC. .The retail concept we created not only highlights the identity of IWC, but also creates an extraordinary atmosphere for customers. We look forward to welcoming guests from all directions here and inviting them to experience such things as watchmaking craftsmanship, style and innovation, and experience excellent machinery. The perfect fusion of art and brand concept. ‘
IWC UK Brand Director Simon Chambers said, ‘The new London boutique uses a unique design concept, which was first implemented in the UK. It not only truly reflects the IWC characteristics, but also gives customers an immersive brand experience. I am very happy that London Boutiques can be selected to implement new design concepts, and we believe we can get a positive response from our customers. ‘
The new design concept is completely blended with the local architectural context, and the space environment and architectural style are in harmony with the unique local location and historical tradition. In order to ensure the appearance of Art Deco, the new Bond Street boutique has art deco elements throughout, which also makes it look different. The sandalwood, polished stainless steel luster, Carrara marble, and high-end rugs used to make the piano are like an elegant song, which sets the iconic black and white of IWC more deeply and charmingly.
The two-storey boutique showcases IWC’s finest timepieces, including a large pilot stainless steel watch designed specifically for this retail store. In addition, IWC’s latest diamond-encrusted Portofino All models in the medium range can be enjoyed here. The lighting solution in the boutique is responsible for the famous French lighting designer Ponctuelle, ensuring that each timepiece can emit the most attractive light under the right light.
The staff of the boutique team is not only ready to advise customers on the purchase of watches, but also to advise them on their visit to the city. In addition, IWC arranged a watchmaker to reside on the first floor of the boutique to provide maintenance advice and repair services to customers. At the same time, the shop also provides private consultation and VIP ordering services for customers seeking personalized customization services.
Member club-style VIP room experience service is opened on the second floor of the boutique. VIPs can surround the fireplace and taste the spiced hot wine on the customized beverage list and the salon Emperor Champagne. IWC hopes that friends who come here will be away from the hustle and bustle of central London and feel the warmth of being at home.