Date — 8 April, 2013
Rome, April 8, 2013 – Following last year’s boutique openings around the globe, IWC Schaffhausen has now set its sights on Rome, the Eternal City. To underline the importance of the region to its business, the Swiss watch manufacturer chose the very heart of Italy’s capital, Piazza di Spagna, as home to its first Italian boutique and showcase for its iconic timepieces.
Italy’s first IWC boutique has opened its doors at Piazza di Spagna 28, Rome, a prestigious address. Visitors are welcome to discover the fascinating worlds of IWC’s distinctive watch families to experience the art of watchmaking and the fascination of haute horlogerie. “Hardly anyone goes to Rome without visiting Piazza di Spagna,” says IWC CEO Georges Kern. “We are delighted to present our mechanical masterpieces as well as the company’s tradition and philosophy in such a historic and prestigious setting.”
Located in one of Rome’s historic palazzi, the new, 40-square-meter boutique is immersed in natural light from large windows: the perfect setting to display the luxurious timepieces from Schaffhausen. Using dark woods and other materials such as chrome and leather, IWC’s in-house architects have created an elegant atmosphere that reflects both the clear lines of the watches and the heritage that is inseparably linked to the brand.
Characterized by a big screen, IWC Schaffhausen’s new window display concept uses moving images to illustrate the themed worlds that accompany the individual watch families. Throughout this year, the eye-catching decoration will be dedicated to the relaunched Ingenieur family, now with its sights firmly set on its new partnership with the MERCEDES AMG PETRONAS Formula One™ Team. Alternating backgrounds recall the performance aspects of race cars and the vintage allure of the Silver Arrow cars. Apart from the comprehensive watch collection, customers will find another major attraction – a range of editions exclusively available in IWC boutiques.
—Piazza di Spagna 28, 00187 Rome
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