IWC Schaffhausen Opens New Flagship Boutique in Amsterdam

Emphasizing Functional Engineering and Pure Design

Functional engineering and pure design are central to IWC Schaffhausen. The Amsterdam boutique is among the first globally to feature the brand’s new interior design concept, creating a unique experience around IWC’s bold and distinctive spirit. Customers are invited to explore IWC’s collections hands-on and delve into our unique engineering expertise in watch movements, complications, and advanced materials.

Hands-On Experience and Innovative Displays

The new flagship boutique is designed to be an open and welcoming space. IWC’s collections are prominently displayed, allowing clients to experience the watches in a tactile manner. Every watch display incorporates touchscreen technology, allowing visitors to access extensive information about the timepieces with just a touch, including product history, technical specifications, and customization options. The boutique seamlessly combines different textures and materials in a color palette inspired by IWC’s striking ceramic colors developed with Pantone®, such as “Mojave Desert”, “Lake Tahoe”, and “Woodland”.

The Engineering Wall

The “Engineering Wall” provides visitors with insights into IWC’s engineering heritage and expertise. For instance, it outlines the sequential steps from raw material to finished watch case for materials like stainless steel, titanium, and Ceratanium®. Clients can also learn about the numerous parts in an IWC-manufactured movement and their assembly sequence. Innovative mechanisms like the Pellaton automatic winding system or the IWC-typical double moon phase display are illustrated with large working models. The wall also showcases watches developed in IWC’s “XPL” engineering division.

The Strap Studio

In the “Strap Studio”, clients can explore various strap options, including water-resistant rubber straps in fashionable colors and leather alternatives like TimberTex® and MiraTex®. Selected watches can be fitted with new straps on-site, allowing for customization according to individual tastes and needs. The new boutique also features a permanent watchmaker atelier on the first floor, where clients can see their watches being repaired and cleaned, providing a unique insight into the brand’s craftsmanship.

Comfort and Customization

Enhancing the experience are two cozy lounge areas, one featuring a fireplace for chilly winter days and a large screen for virtual tours of IWC’s Manufakturzentrum in Schaffhausen. A separate boardroom is available for watchmaking classes and meetings. After exploring the IWC universe, clients can enjoy a drink at the boutique’s own BIG PILOT BAR.

A Celebration of Shared Foundations

In honor of IWC and Amsterdam’s shared heritage of engineering and water, IWC officially opened its new flagship boutique with an interactive installation called “The Origins of Time”. This installation features a water simulation, allowing visitors to interact with digital versions of the sea, Rhine Falls, and Amsterdam canals. Through immersive storytelling, they can explore the brand’s history and key achievements.

YOU ASKED…

What is the new IWC Schaffhausen boutique in Amsterdam?

The new IWC Schaffhausen boutique in Amsterdam is a flagship store located on P.C. Hoofstraat, designed to offer an open and welcoming space where clients can explore IWC’s watches and learn about its engineering expertise.

Where is the IWC boutique located?

The IWC boutique is located on P.C. Hoofstraat, one of Amsterdam’s most exclusive shopping streets, known for its chic ambiance and international appeal.

What features does the new boutique offer?

The new boutique features open displays, touchscreen technology for detailed watch information, a Strap Studio for on-site customization, a permanent watchmaker atelier, and comfortable lounge areas with amenities like a fireplace and the BIG PILOT BAR.

What is the “Engineering Wall”?

The “Engineering Wall” in the boutique showcases IWC’s engineering heritage and expertise, detailing the process from raw materials to finished watch cases, explaining mechanisms like the Pellaton winding system, and displaying watches developed by IWC’s “XPL” division.