By Adam Keith, Associate Timepiece Editor for ViaLuxe-
IWC Schaffhausen's bold drive to up the ante in exclusive brand boutiques continues with the June 1st opening of a comprehensive standalone store in Hong Kong's Kowloon luxury shopping district. This development closely follows the Swiss watchmaker's announcement of a similar project in Singapore's ION Orchard shopping venue (click here to learn more), scheduled for opening in July of 2009.
The IWC flagship boutique in Hong Kong promises to offer its customers a lavish and completely immersing experience in brand lore, history and identity. Each of IWC's timepiece collections are presented in thematic rooms specially tailored to the individual message each product is created around. As an example, the Portuguese and Da Vinci watch collections are showcased in a "Classic Lifestyle Wing" with a luxuriously appointed Navigator's lounge designed to create the ambiance of a yacht. The aviation-inspired IWC Pilot's Watch Classic and Pilot's Watch Spitfire collections are presented in a Sports Lifestyle Wing evocative of an officer's mess area; if this wasn't convincing enough, IWC aviator jackets in buffalo leather are also in plain view, and guests can even try their hand at a flight simulator built around the controls of a Spitfire aircraft.
"Our flagship boutique in Hong Kong is the jewel in the crown of twenty-five IWC boutiques around the world that bring the company's spirit and philosophy to life," said IWC's CEO Georges Kern. "We are proud of this milestone in our history and look forward to welcoming customers to this wonderful venue."
"We are very excited that the first flagship boutique of IWC will join the selection of prestigious stores at 1881 Heritage," added Etienne da Gramont, Managing Director of IWC North East Asia. "We are also honored that Hong Kong has been chosen as the home to this world’s first for IWC."
IWC's new boutique is located on Ground Floor at 1881 Heritage, 2A Canton Road, Kowloon in the upscale shopping mall formerly the site for Marine Police Headquarters.
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