IWC Schaffhausen unveils a new flagship boutique along the city’s iconic bayfront at The Shoppes at Marina Bay Sands.
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Since 2010, the clients and fans of IWC Schaffhausen, as well as watch connoisseurs and tourists from around the world have had the opportunity to discover more than 150 years of precision engineering and timeless design, along Singapore’s iconic bayfront, at the Swiss watch manufacture’s boutique at The Shoppes at Marina Bay Sands.
As part of the company’s commitment to elevate its global client and visitor experience, the IWC boutique now relocates, from basement one of the luxury shopping mall, to a larger and more prominent spot on basement two.
It is the latest in South East Asia to implement IWC’s newest boutique design concept, which is meticulously drawn up by its in-house architects in old town Schaffhausen.
The elevated client and visitor experience begins to unfold at the entrance of the 83-square-metre flagship boutique, which is visibly more modern than before. Its high-contrast facade is impressive, standing at over four metres in height and composed of beige limestone slabs and polished black granite.
As they enter the boutique, visitors are greeted by a large centrepiece taking form of the groundbreaking Perpetual Calendar mechanism developed by IWC Master Watchmaker
Mr. Kurt Klaus in the ’80s.
It encapsulates the company’s legacy in engineering movements of the highest possible
quality, since its founding in 1868 in Schaffhausen.
Tucked away behind the striking centrepiece is a cosy, intimate lounge area decked with plush leather armchairs, and a whiskey library complete with stylish serving glasses, which visitors may enjoy while getting up close and personal with their favourite IWC watches.
The boutique’s shining new interior exudes the elegance of IWC’s six watch families – Pilot’s Watches, Portofino, Portugieser, Aquatimer, Da Vinci and Ingenieur – defined by a mix of soft-grey walls, glossy Macassar wood, veined marble in black and white, as well as custom display showcases in glass and polished steel.
Furthermore, feature walls designed in the same style as vintage gentlemen’s club libraries bring to life the rich, emotional storytelling that inspire and surround each IWC watch family.
“As one of Singapore’s most iconic tourist attractions, Marina Bay Sands is truly a special home for IWC. We are proud to have had the opportunity to showcase Schaffhausen, here, to so many international visitors for nearly a decade,” says Mr.
Stanislas Rambaud, Managing Director for IWC South East Asia.
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“Our new flagship boutique underscores IWC commitment to enhance its in-store experience for its clients, and further enrich the journey of discovery for all visitors,” he
adds.