Date — 28 June, 2013


Rome, 28 June 2013 – Swiss luxury watch manufacturer IWC Schaffhausen has inaugurated its first boutique in Italy at the Piazza di Spagna in Rome, one of the most famous landmarks in the world. Distinguished personalities from the worlds of cinema, art and culture came in large numbers to witness IWC CEO Georges Kern cutting the ribbon together with the evening’s star hosts Vittoria Puccini and Pierfrancesco Favino.

For centuries, Piazza di Spagna has fascinated and inspired architects, painters, musicians and celebrated poets including Johann Wolfgang von Goethe, Lord Byron, Oscar Wilde and James Joyce. Thus, for IWC Schaffhausen this historic setting was the obvious choice for its first boutique in Italy. Rome with its “grande bellezza” reflects perfectly the sublime aesthetics of IWC watches, their timeless elegance and innovative design. “It is an honour for us to present our feats of precision engineering, our philosophy and our tradition here in Rome, at the Piazza di Spagna. Not only is this place known throughout the world for its superlative art and culture; but many internationally renowned directors have also chosen it as the backdrop for some of the most famous moments in cinematic history,” affirms IWC CEO Georges Kern. “Once again, all these elements are testimony to our passion for cinema. This year, we have added official partnerships with the Tribeca Film Festival in New York and the Beijing International Film Festival to the IWC Filmmaker Award during the Cannes International Film Festival and the Dubai International Film Festival.”

For the grand opening of the new IWC boutique in Rome, 150 guests were entertained inside a cinema set in front of the boutique windows, in an atmosphere redolent of the classic film “Roman Holiday.” Event hosts Vittoria Puccini and Pierfrancesco Favino paraded on the red carpetand shared the honour of cutting the ribbon with Georges Kern. Personalities in attendance to toast IWC’s first boutique in Italy included the entertainer Rosario Fiorello, actor Ricky Tognazzi and film directors Edoardo Ponti, Jacopo Gassman as well as chef Filippo La Mantia.

Guests then moved on to the atmospheric terrace of the Hotel Hassler, where they could enjoy a delightful dinner, courtesy of chef Francesco Apreda and his “cucina dal vivo.” Under a starlit early summer sky, the evening continued with an exclusive concert given by Aloe Blacc and his band.


To mark the inauguration of its boutique on Piazza di Spagna, IWC Schaffhausen has released a special version of its Portofino Chronograph (Ref. 3910) commemorating this important occasion. The limited edition consists of 28 timepieces sold exclusively at Piazza di Spagna 28. The watch is embellished with a special Santoni strap instead of the classic alligator leather. The case back boasts a distinctive feature that makes it unique among the Portofino Chronograph collection: an engraving of the famous Spanish Steps as well as the limitation “ONE OUT OF 28” and the prestigious address of the Boutique.

Further Information
IWC Italy
Cristina Muzio
Public Relations Manager Italy
Tel. +39 02 302 66 54
E-mail cristina.muzio@iwc.com

IWC Schaffhausen
Nicole Bänninger
Department Manager Public Relations
Tel. +41 (0)52 635 69 29
E-mail nicole.baenninger@iwc.com

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