IWC Schaffhausen Reopens Flagship Boutique on Rodeo Drive

A Historic Milestone

In 2008, IWC Schaffhausen opened its first U.S. boutique in Beverly Hills. This event marked a significant milestone for the 155-year-old Swiss watch manufacturer, founded by American engineer and watchmaker Florentine Ariosto Jones. Originally located on Brighton Way, the boutique relocated to Rodeo Drive, opening its doors there in 2015. The recent reopening represents another milestone in the rollout of IWC’s new series of flagship boutiques worldwide. Each one features unique elements, and the Rodeo Drive boutique reflects IWC’s expertise in case materials. This expertise has been recently enhanced with the introduction of a new range of colored ceramics inspired by American landscapes like the Mojave Desert, Lake Tahoe, and Woodland Forests.

A Special Place in Our Hearts

“We are delighted to welcome clients and visitors back to our flagship boutique on Rodeo Drive,” said Christoph Grainger-Herr, CEO of IWC Schaffhausen. “With our American roots, this location holds a special significance for us. The redesigned boutique merges inspiration from American landscapes with technology and storytelling about our engineering. This fusion showcases our innovative spirit. The relaxed yet sophisticated environment allows visitors to fully engage with our universe, get inspired, and learn more about the many facets of IWC.”

Innovative Design and Craftsmanship

The boutique’s loft-like design features a full-height glass façade and entrance, inviting visitors inside. Covering 528 square feet, the space highlights IWC’s innovative spirit, craftsmanship, and engineering expertise. Key attractions include the XPL installation with a Shock Absorber exhibition piece, the heritage exhibition display, and the engineering wall that explains the ceramic process, case production, and hand-in movements. To mark the reopening, IWC honors the Pilot’s Watch collection with a comprehensive display of historical timepieces.

Blending Natural and Modern Elements

The boutique seamlessly blends natural materials and earthy hues with modern elements, featuring a color scheme of black, green, white, and cream that highlights IWC’s colored ceramics. The two boutique lounges, inspired by the colors “Mojave Desert” and “PANTONE® Ceratanium®”, can host live streaming events, virtual tours, meetings, and private events. A wooden staircase and paneling on the walls and ceiling connect the two floors, creating a cozy and inviting space.

Ground Floor Highlights

The ground floor features the lifestyle and custom studio with two displays. The strap studio display offers an overview of strap options for the Pilot’s Watch, Portugieser, and Portofino collections. Another display presents a variety of colorful dials for the newly introduced Portugieser 3716 Individualization Service, available exclusively at IWC flagship boutiques.

Second Floor Highlights

On the second floor, the boutique introduces a permanent watch spa at the front of the house for the first time. This allows clients to watch their timepieces being cleaned and tested for accuracy and water resistance. The space also includes an embossing machine and showcases exploded movement calibers, providing visitors with a unique insight into IWC’s product complexity and craftsmanship.

Location and Other Boutiques

Located at 329 North Rodeo Drive, Beverly Hills, the flagship boutique is IWC’s fourth new-generation boutique worldwide, following recent openings in Washington DC, Hudson Yard, New York, and Short Hills, New Jersey.

YOU ASKED…

What are the key features of the new IWC Schaffhausen boutique on Rodeo Drive?

The new boutique features a loft-inspired design, XPL installation, heritage exhibition display, lifestyle and custom studio, and an in-house watch spa service.

When did IWC Schaffhausen open its first U.S. boutique?

IWC Schaffhausen opened its first U.S. boutique in Beverly Hills in 2008, originally located on Brighton Way before moving to Rodeo Drive in 2015.

What inspired the design of the new boutique?

The design is inspired by American landscapes and combines natural materials and earthy hues with modern elements, reflecting IWC’s innovative spirit and craftsmanship.

Where is the IWC Schaffhausen flagship boutique located?

The flagship boutique is located at 329 North Rodeo Drive, Beverly Hills, California.