Clients can step into a modern IWC universe featuring industrial-style shipping containers for a design code that traces the path of The Big Pilot from tool watch to cultural icon. Watches take center stage in modern, glassless display cases to offer a more open and tactile product experience. Surrounding the space are two floor-to-ceiling brand portals that bring the unique IWC spirit to life through mesmerizing visuals.

IWC clients can take a break in the Big Pilot café, which serves snacks and IWC Big Pilot specialty cof­fee.

Then they can move on to The Engineering Wall and fully engage with the history of ingenuity and craftsmanship that has gone into making IWC’s innovative timepieces.

A broadcasting studio built into the boutique further enhanc­es the buyer experience by offering the customer a way to connect with the brand and view the collection virtually.