IWC has opened its new flagship boutique on Madison Avenue in New York City just a few blocks uptown from its previous location. Now at 645 Madison Avenue at the corner of 60th Street, the new boutique is larger and offers a wider range of amenities and customer experiences. These include a fully transparent watchmaker atelier, a product test lab display and the Portugieser individualization service.
Drawing inspiration from its surroundings, the boutique blends Swiss engineering and fine watchmaking with New York City style. Large floor-to-ceiling windows allow a clear view into the 2,357-square-foot boutique, which features a black and white color scheme. Customers can explore all IWC collections.
On a central display, the collections are shown alongside different modules, highlighting IWC’s expertise in colored ceramics, chronographs, and case engineering.
The inner workings of the IWC-manufactured 52000 caliber automatic movement and the Pellaton winding system are also explained with the help of large models. A separate fine watchmaking exhibition showcases complex complications. In one example, customers can see the newly introduced Portugieser collection, including the IWC Portugieser Eternal Calendar (Ref. IW505701) with a moon accuracy of 45 million years.
The inner workings of the IWC-manufactured 52000 caliber automatic movement and the Pellaton winding system are also explained with the help of large models. A separate fine watchmaking exhibition showcases complex complications. Displays also highlight IWC’s expertise in colored ceramics, chronographs, and case engineering.
And, for the first time, IWC will feature a watchmaker atelier at the front of the boutique. Visitors can observe the artisan skills of an IWC watchmaker working on IWC-manufactured movements. In addition, a product test lab station showcases selected steps of IWC’s various product testing procedures.
A lounge and a cafe are also available, with the lounge suitable for VIP and private events and a bar that doubles as a space for watchmaking classes.
Finally, IWC introduces a strap configurator for Portugieser, Pilot’s Watch and Portofino models together with Manufacture Jean Rousseau. Each strap is fully customizable from materials, colors, linings, stitching and even optional engravings to suit individual preferences.
The opening of the Madison Avenue IWC flagship boutique comes shortly after the grand opening of the Rodeo Drive flagship boutique opening in Beverly Hills, making it the fifth flagship globally.
“After 12 years in our first Madison Avenue Boutique, we are pleased to move to our new home at 645 Madison Avenue, at the corner of 60th and Madison. This new concept truly represents the DNA of IWC, which reflects modernity while putting craftsmanship and engineering at the center of everything we do. We cannot wait to welcome our customers, watch enthusiasts, and the watch curious to talk and learn about our watches and longstanding heritage,” says Stanislas Rambaud, IWC Brand President USA.
The new IWC flagship boutique is located at 645 Madison Avenue and is open from 10 a.m. to 6 p.m. from Monday through Saturday, and from 12 p.m. to 5 p.m. on Sundays.
Source: IWC Schaffhausen
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