The boutique has been opened after a 4-month renovation, and it incorporates the very latest immersive technology aimed at giving visitors a dedicated brand experience. The London store is in fact the flagship for the new design concept which will successively be incorporated into other stores worldwide. A digital experience is provided by video screens in various parts of the store, taking you right into the watches and their fascinating movements. One of the most problematic areas of watch boutique design is how to light the timepieces to best effect, and for this, the new boutique has an installation by French lighting design studio Ponctuelle.
The store is not just a point of sale, but a warm and welcoming location where, in addition to savouring the unique atmosphere generated by a fine range of quality timepieces, visitors can bring their IWC watches in for advice, maintenance and service, with an IWC watchmaker in a laboratory on the first floor, and even ask the retail team about advice on London, where to go, what to see and how to enjoy the city to the full. This approach continues on the second floor, with a member’s club lounge experience, complete with fire burning in the great, and a bespoke drinks menu including mulled wine and Billecart Salmon champagne. All this is designed to give each customer the possibility of a one-to-one relationship with the brand, so that he or she can discuss the finer points of the object of desire in a relaxed and homely setting.
Highlighted products include a special boutique edition of the Big Pilot’s Perpetual Calendar in stainless steel, made specially for the London boutique, and the Portofino Midsize collection that sent shock waves through the industry in September 2014 as it was the first time that IWC have made and promoted watches made specifically for women. In the photo below, the Big Pilot's Watch Perpetual Calendar, London boutique edition, reference IW502805:
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