IWC Schaffhausen announced the opening of HAUS.
The Swiss luxury brand’s first-ever concept store has been created in partnership with Mercedes-Benz Hong Kong and will deliver a unique customer experience.
In addition to a contemporary showroom and retail lounge, HAUS features a bar and restaurant curated by Tatler Dining Kitchen and a membership program with many exclusive benefits for members. Initially, the concept store will focus on IWC’s Big Pilot’s Watch and the Mercedes-Benz G-Class, two of the most recognisable icons from both brands.
IWC Schaffhausen and Mercedes-Benz have enjoyed a successful partnership for many years. They first joined forces in 2004, when IWC became a partner of Mercedes- AMG, the high-performance brand of Mercedes-Benz. In 2013, IWC became the “Official Engineering Partner” of the Mercedes-AMG Petronas Motorsport Formula One team. By opening their first concept store in Hong Kong, both brands are now taking their partnership to the next level. Named after the German word for “house”, the concept is a nod to the origins and legendary engineering spirit that both the Swiss luxury watch manufacturer and the German automotive brand share.
“With HAUS, we have created a unique space for watchmaking and car enthusiasts. Our concept store is a platform that fosters creativity through different events, a welcoming space where members can meet, share ideas and connect. Initially, we will focus on two of the most recognisable models from each brand, the IWC Big Pilot’s Watch and the Mercedes-Benz G-Class, highlighting their shared philosophy and success story,” says Peter Lao, IWC Managing Director Hong Kong, Macau & Taiwan.
Both the Big Pilot’s Watch and the G-Class were initially designed almost exclusively according to functional characteristics and requirements. Launched in 2002 with a purely functional design, the Big Pilot’s Watch was inspired by a robust, rugged and highly reliable observation watch from the 1940s. The G-Class was engineered with a focus on maximum off-road capability and versatility. Both the Big Pilot’s Watch and the G-Class have transcended their humble utilitarian beginnings and attained iconic design status.
Today, they are both vastly improved machines with all the latest features one would expect of a high-end sports watch and a high-end offroad car. They are both true to their utilitarian DNA and instantly recognisable design codes, embodying design legacy, popular culture, luxury and lifestyle expression all at once.
Christian Knoop, Creative Director of IWC Schaffhausen, says, “It was the Big Pilot’s Watch, with its pure and crisp design, that introduced me to the IWC Schaffhausen brand. The design story and uncompromising execution of the ‘form follows function’ principle is still fascinating. The large case, oversized conical crown, easily legible dial – every detail is there for a reason. No other Pilot’s Watch on the market combines such a powerful design DNA with so many different creative executions over time.”
“As a designer, my drive is to create perfection in beauty. My aim is to come closer to this ideal with every design we create. With the new G-Class that was the most difficult part: perfecting the icon very gently,” says Gorden Wagener, Chief Design Officer at Daimler Group. “The current G-Class is the best combination of function and beauty. No other car combines tangible luxury and comfort with such robustness and solidity,” adds Wagener.
The showroom, where visitors can experience an exquisite choice of mechanical timepieces from IWC and a varied selection of Mercedes cars, is furnished in the style of an exclusive clubhouse. A highlight at HAUS is also the glamorous bar and restaurant on the first floor, where visitors can enjoy a drink or dinner. The culinary offer is curated by Tatler Dining Kitchen exclusively for HAUS and will feature some of the best cafe and restaurant operators from the Hong Kong area.