IWC Schaffhausen opens first UK boutique in London's New Bond Street
January 21, 2015: IWC Schaffhausen has opened its first UK boutique on London’s New Bond Street in Mayfair, which includes some of the most luxurious brands.
“The new London boutique features a unique design concept; one which has been implemented in the UK first and allows our customers a dedicated brand experience, truly reflective of IWC,” says IWC’s UK Brand Director Simon Chambers.
While the product presentation and furniture is globally consistent, the spatial environment has been adapted to the architectural style of the building, its heritage and the uniqueness of its location. In keeping with its Art Deco exterior, the new Bond Street boutique will feature Art Deco elements throughout, making it entirely unique in comparison to other IWC boutiques worldwide. IWC’s signature monochrome colours are augmented by piano-finished Macassar wood, polished stainless steel, Carrara marble and luxurious carpets.
With two floors of dedicated retail space, the new boutique offers the exceptional collection of IWC timepieces available in the UK, including a special edition Big Pilot’s Watch Perpetual Calendar in stainless steel, manufactured exclusively for the IWC London boutique. The new boutique features an all-new lighting concept by renowned French lighting designers ‘Ponctuelle’, ensuring all timepieces displayed are perfectly lit.
The qualified retail team will not only be on hand to advise customers on watches, but also provide guidance on the city. In addition, an IWC watchmaker has been positioned on the first floor, offering maintenance advice and servicing. For those looking for a more bespoke service, the boutique team will also offer VIP retail and private consultation.
The second floor of the boutique offers a members club ‘lounge’ experience, with a warming fireplace and a bespoke drinks menu, featuring mulled wine and Billecart Salmon champagne. Customers will also be offered a unique digital experience, with digital screens positioned around the store, allowing a deeper insight into the world of luxury watches.