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.