IWC opens first UK boutique in London’s Mayfair

Swiss watch manufacturer IWC Schaffhausen has officially opened its first UK boutique, located on London’s New Bond Street in Mayfair. 

Following a four-month building project, the two-storey, 90-square-metre site welcomed its first customers on Friday December 19, just in time for the final weekend before Christmas.

The store aims to offer clients “unique and dedicated brand experience” and will include Art Deco elements, IWC’S signature monochrome colours and digital screens positioned around the store.

The second floor of the of the boutique offers a members’ club ‘lounge’ experience, with a fireplace and ‘bespoke’ drinks menu. It offers a collection of IWC timepieces, including a special edition Big Pilot’s Watch Perpetual Calendar in stainless steel.

Georges Kern, IWC’s chief executive, 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.

“The retail concept we’ve created not only reflects our unique identity but offers an exceptional customer experience. We are looking forward 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.”