IWC’s new boutique in Zurich – The Destination for Passion
IWC is launching a different concept of watch shop in Zurich. The concept of retail is taken to another level, one that blends the real and virtual worlds into a mix of desire.
IWC Schaffhaussen is one of the brands with many fascinating stories to tell. So there will always be an issue of how many stories you can bring in one place and during one speech meant to introduce the Manufacture’s watches to enthusiasts. The boutique in Zurich becomes the first in a series of themed IWC flagships boutiques around the world meant to break the barriers of conventional retail.
“With this boutique we wanted to create a story our clients can walk into and become a part of – a permanent event bringing the world of IWC Racing to life. The Racing Works store offers a complete in-depth brand and service experience, as well as a centre of excellence for watchmaking.” Christoph Grainger-Herr, CEO of IWC describes the essence of the new concept brought to life in the centre of Zurich, a boutique that for sure will appeal to the fans of cars. Here they can actually feel the strong connection between IWC and motorsport and they can even admire live the IWC Racing Mercedes 300 SL “Gullwing”, the official car of IWC Racing Team driven by legends such as David Coulthard. Visitors are also invited to buckle-up in the cockpit and put their racing skills to the test in a bespoke VR driving experience.
The boutique offers a complete journey besides the full collection of IWC timepieces presented in a newly developed open and glass-free presentation cases that allow touching the models. The list of thematic zones includes an “Engineering Lab”, a “Garrage” where the 300 SL Gullwing is “parked” and a “Custom Studio” from where special customized leather straps can be exclusively ordered. For a more relaxed experience, there are also a “Paddock bar” for drinks and snacks and a “Driver’s Lounge” where guests can enter an instore digital shop-the-look in partnership with Mr. Porter on-line fashion shop. The “Workshop” on the lower ground level features the on-site watchmaking studio with AR video functionality as a live link to the Manufacturing Center in Schauffhausen.
When you think there is nothing more to add to the IWC boutique in Zurich, IWC announces that its Racing Works experience is meant to be developed further more into the virtual world. One example is that interactive shop windows will allow you to control the content from outside via your mobile phone.
Plans for a visit to Zurich? Now you know where to spend your day!
More details on www.iwc.com