IWC’s new concept store HAUS, in partnership with Mercedes Benz in Hong Kong, celebrates two design icons with a shared success story
In the beginning, they were bred for purpose, persistence and performance. Meant to be tools that were functional and reliable. Free of any futile features or frilly functions. Each technical detail, each design element was there for a reason. Today, they embody luxury, an expressive lifestyle and legendary design. Both the IWC Big Pilot’s Watch and Mercedes-Benz G-Class have set standards and become ground-breaking design icons while never neglecting their humble origins as utilitarian tools. Now watchmaking and car enthusiasts can immerse themselves in the worlds of the two iconic high-precision machines at IWC’s new concept store HAUS in Central, Hong Kong.
The exclusive 5000 square-foot clubhouse is a tribute not only to extraordinary watches and cars, but to design and engineering per se. As outside passersby are greeted by the distinctive circular LED headlights of a white G-Wagon – as the G-Class is also affectionately known – inside visitors can marvel at the engineering prowess behind two machine engines that are deeply rooted in utility: The Big Pilot’s Caliber 52 twin barrel automatic movement with a 7-day power reserve on one hand, and the G-Class’ V8 Biturbo 4.0 Liter on the other. Both built by hand. Both aimed at performing.
From utility to luxury
Designed as an aviator watch in the 1940s and on a pure “form follows function basis,” the original Big Pilot’s Watch, which featured an oversized dial, strap and crown, was an instrument to help pilots navigate – even in extreme conditions such as in darkness, during harsh turbulences or in temperatures ranging from -40 to +40 degrees Celsius. Maximum readability, reliability and operation in adverse conditions were paramount, as was the requirement for robustness, ruggedness and reliability.
The original G-Class, too, was meant to help drivers steer in tough off-road conditions capably and reliably, as well convince them with a detailed off-road functionality. Engine reliability and performance were key. Both mission-critical instruments were introduced to the luxury market at the turn of the century, when success was increasingly demonstrated through rugged masculine products. The transformation from robust utility tools to top-class luxury products was complete.
Exclusive membership and lifestyle events
Once all of the engineering feats are absorbed, visitors of the HAUS can have a drink or two at the bar, and even breakfast or lunch at the in-house restaurant that is curated by Tatler Dining Kitchen. Different café & restaurant operators are set to cater for HAUS in order to offer a large variety of culinary experiences throughout the year. As a special treat, a series of off-menu workshops and lifestyle events, such as watchmaking classes or whisky tastings, will be curated exclusively for members. Moreover, members can enjoy not only priority table bookings for Tatler Dining Kitchen events, but also a variety of exclusive benefits on car merchandise, birthday privileges, HAUS food and beverages.
The HAUS Concept Store is located in Shop 38 & 40, G/F, 48 Queen’s Road Central, Central, Hong Kong.
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