Swiss luxury watchmaker IWC Schaffhausen (Richemont Group) inaugurated last week its flagship store in Paris. Located between the Place Vendôme and the majestic Opera Palais Garnier, on the legendary Rue de la Paix at number 15, the new IWC store invites visitors on a fascinating journey through sky and sea into the multifaceted universe of its famous watch families.
The architecture of the new boutique is based on the founding values of IWC and is an expression of its innovative and engineering excellence.The elegant showroom with a masculine and minimalist feel is a universe combining chrome, brushed metal and wood.
In the entrance area the eye is drawn to the central element of the room: in a display, IWC’s milestones in Haute Horlogerie are presented and include complications such as the tourbillon, the minute repeater and the perpetual calendar, as well as skeletonized masterpieces. A spacious lounge leads visitors to discover the Portuguese watches with their history of navigation, the fascination of aviation that accompanies the Pilot’s Watches or the Da Vinci family.
Guests are invited to immerse themselves in the underwater world of the Aquatimer diver’s watches and to explore the identity of the Ingenieur’s world of engineering. Finally, a trip to the picturesque little harbour town that lends its name to the Portofino watch family shows the inspiring and swinging world of the Italian way of life of the
Fifties and the Sixties. The mezzanine floor provides a spectacular view of the watch families displayed on the ground level. Further along it radiates a unique atmosphere with a generous lounge. The boutique invites visitors on a journey to the heart of the many aspects of the brand. “We are proud to be present with our own IWC boutique in Paris and look forward to welcoming watch lovers to this wonderful venue,” says Georges Kern, CEO of IWC Schaffhausen.
Courtesy Lorre White The Guru of Luxury
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