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IWC Schaffhausen has officially reopened its flagship boutique on the iconic Rodeo Drive in Beverly Hills, California. From the full-height façade to the smallest details inside, the boutique has undergone a complete renovation with a loft-inspired style. The boutique invites visitors and clients alike to explore the IWC universe and the engineering behind its watches with ease and comfort. Amongst the boutique highlights are the XPL installation, the heritage exhibition display, the lifestyle and custom studio, and the in-house watch spa service. With the brand’s deep American roots, the reopening is a celebration of the Swiss luxury watch manufacturer’s past, present, and future.

In 2008, IWC Schaffhausen opened its first U.S. boutique in Beverly Hills. This was an important milestone for the 155-year-old Swiss luxury watch manufacturer founded by American Florentine Ariosto Jones. Originally located on Brighton Way, the boutique has since then moved to Rodeo Drive where it first opened its doors in 2015. The reopening marks yet another step in the implementation of the new series of IWC flagship boutiques around the globe. Each one with its own distinctive features, the Rodeo Drive flagship boutique is a reference to IWC’s case material expertise — an expertise that was recently reinforced with the new range of colored ceramics that are inspired by American landscapes (Mojave Desert, Lake Tahoe, and Woodland Forests).

“We are thrilled to welcome clients and visitors alike back into our flagship boutique on Rodeo Drive. With our American roots, it holds a special place in our hearts. The redesigned boutique draws inspiration from American landscapes which is combined with technology and storytelling about our engineering. This interplay reflects our innovative spirit. The relaxed yet sophisticated space allows visitors to fully experience our universe, get inspired, and learn more about the many facets of IWC,” says Chris Grainger-Herr, CEO of IWC Schaffhausen.

Designed in a loft-like style, the boutique has a full-height glass façade and entrance welcoming visitors inside. Spanning 528 square feet, IWC’s innovative spirit, artisanship, and engineering expertise is exemplified by the XPL installation featuring a Shock Absorber exhibition piece, the heritage exhibition display, and the “engineering wall,” which illustrates the ceramic process, case production, and hand-in movements. For the reopening, IWC pays tribute to the Pilot’s Watch with a full display of historical timepieces from the collection. 

Seamlessly blending natural materials and earthy hues with modern elements, the boutique has a black, green, white, and cream color scheme further emphasizing IWC’s colored ceramics. The two boutique lounges are inspired by the colors IWC and PANTONE® specified as “Mojave Desert” and “PANTONE® Ceratanium®”. Both lounges can also be used for live-streaming events, virtual manufactory tours, and meetings, as well as private events. Connecting the two floors, the wooden staircase and paneling on the wall and ceiling warm up the space.  

On the ground floor, the lifestyle and custom studio features two displays. The strap studio display provides an overview of the strap options for the Pilot’s Watch, Portugieser, and Portofino collections. The other one showcases a colorful variety of dials for the newly introduced Portugieser 3716 Individualization Service available exclusively at IWC flagship boutiques. On the second floor, for the first time, an IWC boutique has a permanently installed watch spa at the front of the house. This allows clients to see their timepieces get cleaned and tested for accuracy and water resistance. It also has an embossing machine and accommodates exploded movement calibers, providing visitors with unique insight into the brand’s product complexity and manufacture crafting. 

Located at 329 North Rodeo Drive in Beverly Hills, the flagship boutique is IWC’s fourth new-generation flagship boutique worldwide. It follows the brand’s recent boutique openings in Washington DC, Hudson Yard, New York, and Short Hills, New Jersey. You can learn more at the brand’s website.