IWC Schaffhausen have opened a new boutique in the Mall at Pacific Place, which follows on from the success of the IWC 1881 Heritage Flagship boutique. The Mall at Pacific Place is a modern shopping and hospitality complex hallmarked by innovative architecture. IWC Schaffhausen's CEO Georges Kern said, “These surroundings provide a perfect new home for IWC Schaffhausen’s exquisite timepieces. Conceptualized by our own interior designers, our boutiques establish a generous and emotional ambiance, which represents the company’s spirit and philosophy.”
The design concept of this boutique, which has a floor space of 52 square metres, is based on the six product families – Pilot’s Watches, Portuguese, Ingenieur, Aquatimer, Da Vinci, and Portofino – and the specialist areas such as aviation and sailing. The display installation helps visitors to experience the stories that lay behind the products, by means of objects, photos, books and media. The interiors feature a contrast between the technical aspects typical of watchmaking, with the colours white, grey and black, and metal accents, and the overall warmth that is a feature of the brand, expressed by timber, soft rugs and fabrics in warmer colours.
This, like other IWC boutiques, will have an extra point of interest for IWC fans: editions that are available exclusively in the own-brand boutiques. But the boutique is so intensely involving that it is a worthwhile experience for anyone, whatever their level of interest in fine watchmaking.