Designed as an open and welcoming space allowing clients to discover its main collections, IWC Schaffhausen has announced the opening of its first boutique in cosmopolitan Berlin.
“Berlin is a world-class destination with a rich, storied past and a vibrant atmosphere. Like no other metropolitan area in Europe, it attracts creative minds like artists and designers, filmmakers and musicians, but also pioneering entrepreneurs and start-up founders from the tech world,” said the Swiss luxury watchmaker.
“The origins of IWC, like my own, are connected to Germany,” said Christian Knoop, Chief Design Officer of IWC Schaffhausen. “Back in 1868, our founder Florentine Ariosto Jones, located production in the German part of Switzerland near the Black Forest so that he could hire German watchmakers for his factory. Since then, German engineering talent and technical expertise have been embedded in our design and manufacturing processes. Therefore, we are thrilled to be represented in the German capital with an IWC boutique.”
Located in the city’s famous shopping boulevard, Kurfürstendamm, at the Berlin-based boutique IWC’s watch families, such as the sporty Pilot’s Watches, the classic Portugieser and the refined Portofino, are displayed in glass vitrines. The boutique also features an “Engineering Wall”, which provides visitors with a deep-dive into the inner workings of IWC-manufactured movements and complications. A welcoming environment, the 200 square meter boutique — the sixth in IWC’s new boutique concept — is complemented by a comfortable bar and lounge area looking our over the lively boulevard.