As a toast to a century and a half of creating master timepieces, IWC Schaffhausen is hosting an interactive pop-up store at the Hong Kong shopping destination Fashion Walk at Causeway Bay, the city’s prime retail hub. Showcasing a community of brands specializing in fashion, food and lifestyle, Fashion Walk has its finger firmly on the pulse for trendsetters in a unique setting.
Spread over more than 3000 square feet of space on two floors, the pop-up offers the chance to experience our past, present and future – all in one place.
The store immerses you in the world of IWC Schaffhausen as soon as you walk in the door: The double-height glass façade pays homage to the original IWC watch factory, still located next to the banks of the Rhine in Schaffhausen, Switzerland. And the interior décor is reminiscent of the factory as well.
IT'S TIME TO TRAVEL
Visitors are greeted by a time machine located on the ground floor. Look closer and you’ll see a special setting: 1868, the year the company was founded. As you travel the world of IWC, you can also see sights such as historical watches from our archive and the commemorative Jubilee Collection
The Collection offers 29 limited-edition models from the Portugieser, Portofino, Pilot’s Watches and Da Vinci families. Two highlights of the collection hail from the IWC Tribute to Pallweber Edition “150 Years” line: the wristwatch and the pocket watch, both inspired by the historic Pallweber pocket watches produced in 1884 and a tribute to F. A. Jones – the American watchmaker who founded the International Watch Company in 1868.
The six IWC worlds have dedicated spaces in the pop-up, each decorated to reflect their respective personalities. There is even a vintage Vespa in the Portofino section, a tempting partner for an Instagram selfie.
THE PLEASURE OF NOT KNOWING IT ALL
Even hardcore enthusiasts and collectors of IWC timepieces are discovering new things at the pop-up. Erwin Chu, a member of the IWC Collectors Forum, says that even with his deep knowledge of IWC, each visit is an adventure.
“There's always something new for me to find out, to experience, in the pop-up. For example, with the time machine you can find out the period when each of the series were started. And more stories behind each of the series. I know this from IWC's books and catalogues, but watching it on the big TV wall was something different.”
By the way, at the time of writing, Erwin had visited the pop-up five out of the last seven days.
If you’re planning multiple visits like Erwin, perhaps you’ll need a boost of energy. Stop by Urban Coffee Roaster in ground floor of the the pop-up, which features an impressive collection of freshly roasted coffee from around the world. One detail not to be missed: the coffee sleeves are full-sized timepiece replicas, fabulous souvenirs from your time travel journey.
The IWC Schaffhausen pop-up shop will be at Fashion Walk, 11-19 Great George Street, Causeway Bay in Hong Kong until June 10th. Opening hours are from 10am to 10pm.
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