Next we have the “Custom Studio”, which is about the craftsmanship and the leather treatment, customization of a watch. The third one is “The Bar”, because it’s an essential part of the IWC personality. So there you obviously get a much deeper feeling of our level of hospitality. We have beer and gin, everything we have available at fairs such as Watches & Wonders. You have that fully holistic experience. And then of course there’s the classic lounge, which is the “Pilot’s Lounge”, highlighting that adventurous spirit.
RT: How did you keep the renovation sustainable?
PS: In the new flagship store concept we kept the “base fit out”. This includes the technical infrastructure, air conditioning, heating, all of these installations as well as the general partition walls and so on. Basically it’s everything you don’t see when you walk in, it’s what’s behind the visible layer. Normally this would have been dismantled and rebuilt every five or six years with a new boutique.
What we’re doing now is that we’re building in a way in which we can take off the visible layer and we can modify that and we can reinstall it to be a completely different story, but it’s still based on the same layout and same construction.
Everything you touch and see can be easily exchanged and everything you need to make a boutique operational remains.