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IWC Schaffhausen


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IWC Schaffhausen

IWC Schaffhausen




Spanning 313 square meters on the ground floor for The Dubai Mall, the flag­ship store is a place for discovering IWC timepieces in a distinctively designed space. Inspired by the iconic bold design of The Big Pilot timepiece and its cutting-edge tech­nology, the new boutique offers a glimpse into the future of IWC and its innovative craftsmanship.

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.

The Central Exhibition Area celebrates IWC’s close connec­tion to the world of motorsports and longstanding partner­ship with the Mercedes-AMG Petronas Formula One™ Team.


The centerpiece is the Mercedes-AMG F1 W12 E Performance Formula One™ racing car driven by IWC brand ambassador Lewis Hamilton. During the 2022 season, visi­tors can also gear up for a unique Formula One™ racing ad­venture with an augmented reality feature specially designed to create a one-of-a-kind 360° experience.

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.

Guests can visit the exclusive 360° VIP cinema lounge and peruse the latest collection, watch Formula One™ races and even take a guided virtual tour through the IWC Manufacturing Center.




IWC Schaffhausen