Date — 22 August, 2013
Dubai, 22 August 2013 – Swiss luxury watchmaker IWC Schaffhausen today opens its refurbished boutique in The Dubai Mall. This is Dubai’s premium shopping destination and one of the world’s largest malls. The upgraded boutique embodies the clear-cut design of the watches. It epitomizes the philosophy of engineering and innovation and ensures a unique customer experience.
“Our refurbished boutique in The Dubai Mall is very special to us,” explains Karoline Huber, newly appointed Brand Director IWC Middle East & India. “It not only reflects our unique identity and provides an exceptional customer experience, but also marks our commitment to the region. We are looking forward to welcoming visitors to our boutique and inviting them to experience IWC’s spirit and philosophy.”
The refurbished boutique flaunts large windows that cast light on the various watch families on display. Characteristic dark woodwork, chrome and leather flawlessly complement the stunning timepieces. Warm shades invite boutique visitors to enter and discover the fascinating world of the heritage and history of IWC Schaffhausen’s timepieces. Objects such as the miniature Mercedes-Benz Silver Arrow model car decorate the boutique and instil a masculine and inviting mood. To enhance this extraordinary shopping experience, the refurbished boutique also features a charming lounge – the perfect space in which visitors can relax.
—Doha Street, Dubai Mall, Dubai
A striking aspect of the upgraded boutique is its novel window display, fashioned to depict the unique worlds of each IWC Schaffhausen watch family by exciting moving images. The outstanding window animation honours the Ingenieur family, relaunched this year, especially in light of the new partnership struck with the MERCEDES AMG PETRONAS Formula One™ Team. Different backgrounds blend to demonstrate the performance facets of racing cars and reveal the classic appeal of the Silver Arrow cars. Furthermore, boutique visitors will be treated to a wide range of limited editions solely available at IWC boutiques. Created exclusively by IWC’s in-house architects, the refurbished boutique joins the ranks of its elegant and sophisticated counterparts around the world.
Another noteworthy aspect of the boutique is the space dedicated to IWC’s most complicated timepieces; the Portuguese Sidérale Scafusia. The spectacular Sidérale is the first watch from IWC to feature a patented constant-force tourbillion together with many other complications and individually calculated astronomical displays. Made to order and combining multiple functions such as sidereal time, a perpetual calendar and a customized celestial chart, every eye-catching Sidérale watch is unmistakably unique, like every IWC timepiece.
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