IWC Open First UK Boutique

By Paul Joseph

Swiss luxury watch makers IWC Schaffhausen have opened their first UK boutique in the heart of London, featuring a luxurious members’ club ‘lounge’ experience for customers.

Situated on the prestigious shopping thoroughfare of New Bond Street in Mayfair – a street already lined with luxury fashion and jewellery stores – the new boutique is spread over two storeys and houses the most comprehensive collection of IWC timepieces available in the UK,

The ‘lounge’ experience includes a fireplace and a be¬spoke drinks menu, featuring mulled wine and Billecart Salmon champagne, designed to create a ‘home-from-home’ and an escape from the bustling streets of Central London.

Other notable services include a dedicated retail team on hand to advise customers on their choice of watch, as well as provide guidance on London for unfamiliar visitors, while an IWC watchmaker can be found on the first floor, offering maintenance advice.

Furthermore, visitors to the boutique can also can also enjoy a unique digital experi¬ence, with screens positioned around the store, allowing a deeper insight into the world of luxury watches.

Speaking about the opening, CEO Georges Kern said: “An IWC boutique in London has been a key focus of the brand for some time now and we’re delighted to finally be able to offer our customers a destination where they can choose from the best selection of IWC timepieces in the UK.

“We are looking for¬ward to welcoming our guests at this marvellous location and inviting them to experience IWC’s philosophy of engineering excellence combined with brand values such as craftsmanship, style and innovation.”

In keeping with its exterior, the store features Art Deco elements throughout, while IWC’s signature monochrome colours are augmented by piano-finished Macassar wood, polished stainless steel, Carrara marble and luxurious carpets.

Founded in 1868, IWC have grown to become one of the world’s most renowned luxury watch brands.

By Paul Joseph