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IWC Schaffhausen

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    IWC Schaffhausen




    Welcome to:


    Take a seat in the cockpit and buckle up: Our all-new flagship boutique in Zurich takes you on a journey into the fascinating world of the IWC Racing Team, the motorsport team of IWC Schaffhausen. Enter into an immersice motor-racing themed experience, appointed with a rich blend of motorsport memorabilia, engineering artefacts and unique timepieces that tell the story of the long-standing connection between IWC and the worlds of automotive engineering and motorsport. Comprehensive new client services, as well as various interactive and virtual reality elements, not to mention an original Mercedes SL300 Gullwing, transport the experience to an entirely new level.




    Sensation Displays, Interactive Presentations & Exhibits

    Interact with our watches directly on our industry-first Sensation displays. The glass-free watch presentation is accompanied by digital touch screens that provide easy access to all relevant technical information, as well as video content related to the watches on display. Take away the experience on your smart phone via the various QR codes featured around the boutique.


    Immerse yourself in the fascinating world of IWC and learn more about our founding story, our watch families and our new Manufacturing Centre in an interactive book exhibit, enriched with video and audio sequences.


    Explore our “Engineering Lab” which tells the story of the most significant technical developments in IWC’s history. Learn more about legendary complications or discover pioneering innovations – such as Ceratanium® all through our mixed reality experience. 

    Virtual reality driving experience

    Want to put your racing skills to the test? Sit in the cockpit of the Mercedes-Benz 300 SL “Gullwing”, the official sports car of the IWC Racing Team, where racing legends such as David Coulthard, Bernd Schneider and Karl Wendlinger have sat before. Once you have chosen your perfect virtual in-game IWC watch, a lifting platform will take you and your car from the boutique through an underground tunnel system to a thrilling Virtual Reality driving experience over a twisty mountain track in the Swiss Alps.

    Custom Studio

    Would you like to give your watch an individual look? The “Customs Studio” specializes in strap and accessory customization. Whether you prefer a fashionable textile strap or a leather strap handcrafted by Italian shoe maker Santoni – we will gladly help you customize your style. Straps made from the characteristic red upholstery leather of the Mercedes 300 SL are available exclusively in the Zurich boutique.

    Part Exchange of a pre-owned watch

    Do you have a timepiece in your collection that you no longer wear? In Zurich, we now offer you the possibility to trade in your watch in exchange for part payment of your new IWC. We offer this service in partnership with Watchfinder&Co., the specialist in pre-owned watches of all brands.

    Watchmaking Studio

    In our “Workshop” on the lower ground level, a trained watchmaker is at your disposal during the opening hours of the boutique. Small repairs or maintenance work such as demagnetization will be carried out conveniently on-site. 


    Using the IWC Schaffhausen patented Cyberloupe, that combines a micro video camera with a watchmakers loupe, customers are now able to see the minute details of our movements from the viewpoint of the watchmaker. This innovative technology allows our clients to interact with our service watchmakers from the comfort of their own home or mobile device whilst giving insights into the inner workings of our watches never seen on live video before.

    Send your watch to service

    Every IWC timepiece is a masterwork of mechanical engineering. Just like the powerful engine of a sports car, the movement of your watch needs regular servicing. Now, you can simply send your watch to our service center by courier - and we will ship it back to you afterwards. Your concierge will be happy to provide you with all the information.

    Shop-the-look with Mr Porter

    Suit up and get ready for the next race! In collaboration with our friends at Mr Porter, we created an innovative shop-the-look concept. Discover a carefully curated selection of outfits and accessories that fit perfectly into the dynamic world of IWC Racing. Mr Porter will deliver the items on display, and many more, directly to your home – fast and convenient.

    Book an appointment

    Are you interested in a particular watch or a collection and would you like a consultation with one of our experienced sales advisors? Now, you can easily schedule an appointment in our flagship boutique from home - and we will welcome you personally at Bahnhofstrasse in Zurich at the time of your choice. Book your appointment here

    Live video consultations

    If you would like to discover our novelties or browse a complete collection, but don’t want to come to the boutique in person? Then visit us virtually. Our sales advisors will come directly to your screen via Zoom, Facetime or Whatsapp Video and present the watches you are interested in via live video.

    IWC watch valet

    No time for a visit to Bahnhofstrasse? Not a problem; the IWC Watch Valet brings our watches straight from our home to yours. Try on your favorite timepieces in the comfort and privacy of your residence or office. Upon request, our staff will also be happy to visit you for a strap change. 

    Vintage watches

    In keeping with its over 150 years of watchmaking, IWC has curated a collection of vintage watches for sale in store. Each watch has been carefully restored to near perfect condition and comes with an IWC international 2 year warranty.



    Bahnhofstrasse 61

    8001 Zurich Zurich



    Main Phone: 044 211 00 55

    Email: boutique.zurich@iwc.com



    Sun Closed

    Mon 10:00 AM - 5:00 PM

    Tue 10:00 AM - 5:00 PM

    Wed 10:00 AM - 5:00 PM

    Thu 10:00 AM - 5:00 PM

    Fri 10:00 AM - 5:00 PM

    Sat Closed

    IWC Schaffhausen