IWC opened its new boutique on Geneva’s Rue du Rhône in the summer. With the pilot’s bar “Les Aviateurs”, the Schaffhausen-based watch manufacturer has partnered up with the high-end department store Globus to achieve another coup in the capital of Haute Horlogerie, making it possible to experience the brand famous for its legendary Pilot’s Watches in an entirely new way. With the pilot’s bar “Les Aviateurs”, IWC is drawing on its extensive experience of countless events and atmospheric presentations of its product universe, such as those for the Salon International de la Haute Horlogerie (SIHH) in Geneva. It is also once again living up to its reputation as a pioneer: “By realizing this special catering concept that centres on the thrilling era of aviation pioneers and the sophisticated atmosphere of a gentlemen’s club, we are offering a whole new brand experience. The bar “Les Aviateurs” acts as an extension of our boutique which is the first of its kind in the luxury watch segment,” explains Linus Fuchs, IWC Managing Director Switzerland.
The bar was designed by IWC and gastronomy partner Globus in the hopes that it will become established as a meeting place for style-conscious gourmets from around the world. Characterized by dark wood and leather, the interior is reminiscent of the legendary gentlemen’s clubs from the 1920s and 1930s, where pilots spoke of their experiences in the air. The carefully designed furnishings – including details such as original photos or maps – transport guests back to the thrilling era of aviation pioneers. Among the highlights on the drinks menu are creative cocktails inspired by IWC’s Pilot’s Watch collection, such as the “R. J. Mitchell”, named after the designer of the Supermarine Spitfire, or the “Rose” inspired by the rose motif from Antoine de Saint-Exupéry’s story “The Little Prince”.