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IWC Schaffhausen


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IWC Schaffhausen



IWC has opened its first flagship boutique in the largest shopping destination in the United Arab Emirates: the Dubai Mall.


Welcome to a watch enthusiast’s paradise! With its innovative retail concept, the new flagship boutique is the first IWC store in the world devoted entirely to the Big Pilot and presents an interactive journey through the brand’s watchmaking universe. The official launch took place in March 2022. 

The new store is a place dedicated to discovering IWC timepieces in a distinctively designed space that is both a celebration of its rich heritage and offers a glimpse into the future of IWC and its innovative craftsmanship. There is lots to discover in the store which spans over 313 square metres and features modern industrial shipping containers inspired by the iconic, bold design of the Big Pilot’s Watch.  


— Exclusive 360° VIP cinema lounge in the IWC boutique Dubai Mall

Visitors will be able to immerse themselves in the watchmaking universe with interactive displays such as the Engineering Wall, allowing you to fully experience the history of ingenuity, a 360° VIP cinema lounge offering a guided virtual tour through the IWC manufacturing centre, and a chance to take a break in the Big Pilot Café, which serves snacks and IWC Big Pilot speciality coffee.


The main highlight, however, is the Mercedes-AMG F1 W12 E Performance Formula One™ racing car driven by IWC brand ambassador Lewis Hamilton, which forms the centrepiece of the store. To celebrate the long-standing partnership with the Mercedes-AMG Petronas Formula One™ Team, visitors can experience a unique Formula One™ racing adventure in augmented reality.


The store should be the first stop for anyone going to Dubai. And if you’re wondering what other incredible places to visit, look no further than the exclusive new IWC Dubai City Guide on the IWC App. From exclusive rooftop bars and world-class nightclubs to stunning beaches and desert resort escapes, the best things to do in the city are at your fingertips. We look forward to seeing you there. 


— IWC boutique Dubai Mall Mercedes-AMG Petronas Formula One™ Tom Brady

Download the IWC App to access our exclusive new IWC Dubai City Guide here. 


Click here to learn more about the new IWC Flagship Boutique at the Dubai Mall and book your appointment for a private tour. 

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IWC Schaffhausen