IWC Schaffhausen Opens Madison Avenue Flagship Boutique

Blending Swiss Precision with NYC Style

The boutique’s design draws inspiration from its surroundings, merging Swiss engineering and fine watchmaking with New York City’s style. Large floor-to-ceiling windows connect the inside with the outside, allowing the lively atmosphere of the city to flow into the boutique. Within the 2,357-square-foot space, decorated in a black and white theme, customers can discover IWC’s collections like the Pilot’s Watches, Portugieser, and Ingenieur.

Showcasing Watchmaking Expertise

Central displays present the collections alongside various modules, highlighting IWC’s mastery in colored ceramics, chronographs, and case engineering. The detailed workings of the IWC-manufactured 52000 caliber automatic movement and the Pellaton winding system are elucidated using large models. A special exhibit on fine watchmaking features complex complications, including the newly introduced Portugieser collection in the US, with the IWC Portugieser Perpetual Calendar (Ref. IW505701) boasting a moon phase accuracy of 45 million years.

Transparent Watchmaker Atelier

For the first time, IWC Schaffhausen has a fully transparent watchmaker atelier at the front of the boutique, featuring a product test lab display, another first for the brand. Visitors can watch an IWC watchmaker at work on IWC-manufactured movements. Using the Cyberloupe® connected to a large screen, they can get a closer view of the intricate components inside.

Product Testing Stations

The product test lab station highlights several steps in IWC’s product testing processes. The first station demonstrates a bath test for corrosion and water resistance, the second showcases the strap torsion test, and the third displays the endurance test for chronographs. Glass walls separate the atelier from the Portugieser customization service area and meeting area.

Personalized Watches

Exclusively at IWC flagship boutiques, customers can personalize their Portugieser Chronograph by choosing from various case materials, dial colors, hand and applique materials, bracelet options, and an optional case engraving.

Strap Configurator

Additionally, IWC Schaffhausen has introduced a strap configurator for the Portugieser, Pilot’s Watch, and Portofino models in collaboration with Manufacture Jean Rousseau. Each strap can be fully customized in terms of materials, colors, linings, stitching, and even optional engravings to meet individual preferences.

Welcoming Atmosphere with Unique New York Coffee

The boutique offers a welcoming atmosphere with a fireplace, lounge, and bar known as the BIG PILOT CAFE NYC, where visitors can enjoy coffee beverages made from a specially developed IWC coffee. A tribute to the city that never sleeps and its distinct coffee culture, IWC Schaffhausen collaborated with Coffee Project New York to create the IWC New York Flagship Signature Coffee. Coffee Project New York is a minority women-owned coffee company with several shops, a local roastery, and an education campus dedicated to enhancing the quality of life for everyone in the coffee supply chain.

Relaxing and Engaging Experiences

Visitors can relax and delve into the world of IWC in the lounge, where they can virtually tour the Manufakturzentrum in Schaffhausen or participate in virtual events and meetings. The lounge is also available for VIP and private events, and the bar can be used for watchmaking classes.

Global Expansion of IWC Flagship Boutiques

The opening of the Madison Avenue IWC flagship boutique follows the recent grand opening of the Rodeo Drive flagship boutique in Beverly Hills, making it the fifth flagship worldwide. The new IWC flagship boutique is located at 645 Madison Avenue, New York, NY 10022, USA.

YOU ASKED…

Where is the new IWC Schaffhausen flagship boutique located?

The new IWC Schaffhausen flagship boutique is located at 645 Madison Avenue, New York, NY 10022, USA.

What are the unique features of the IWC flagship boutique on Madison Avenue?

The boutique features a fully transparent watchmaker atelier, a product test lab display, and the Portugieser customization service.

Can customers customize their watches at the new boutique?

Yes, customers can personalize their Portugieser Chronograph and other models using the strap configurator, available exclusively at IWC flagship boutiques.

What coffee is served at the BIG PILOT CAFE NYC?

The cafe serves the IWC New York Flagship Signature Coffee, developed in collaboration with Coffee Project New York, a minority women-owned coffee company.