Yet it has a much lighter, fresher look and the product presentation is much crisper than it was before. The previous concept was based on dark wood surfaces with library inspired, homey lounges.
For Zurich though we went much further, the boutique is a complete, full 360-degree immersive flagship store concept. This means that you not only have that classic IWC feeling, walking into a welcoming space, where you want to stay. There’s much more to explore and it’s all based on a story from the IWC universe. We chose “IWC Racing” for Zürich, with our team car - a Mercedes 300 SL Gullwing - being the boutique’s center piece. Everything IWC touches in the world of racing comes to life in this boutique. Visitors can experience a loft style atmosphere, where garage and living room blend to create this contemporary space, though based on classic vintage racing.
RT: What can we expect when we walk into the new boutique?
PS: A lot. Each area has a personal character, either dedicated to one of our watch families or a chapter of the racing theme. There’s open displays for the Portugieser & Pilots watches, where you can explore the full collection without a glass cube. We’ve placed them right in the lobby as these are our most iconic product lines and to lower the barrier to enter a luxury store.
Our Pilot’s collection is presented next to an original 300 SL engine. And the Portofino family is also displayed in a new format. We’re presenting it vertically on the wall, embedded into a 300 SL-inspired suitcase to underline the style aspect of these watches.
RT: What are some of the other highlights of the new boutique?
PS: Visitors can take a virtual ride in the 300 SL. They can sit in the car and drive the Goodwood track as a VR experience. We also have IWC Racing-branded stationery, food and drinks, gifts and other customized items.