New York, known as “ the Big Apple” and “ the city that never sleeps”, pulsates with an unparalleled energy and excitement. From Broadway and Central Park to Wall Street and Madison Avenue, the city offers a unique experience. Madison Avenue, with its luxurious boutiques, art galleries, and fascinating stories, captivates shoppers from around the world with its exclusive charm and urban elegance.
Drawing inspiration from its surroundings, a boutique on Madison Avenue combines Swiss engineering and fine watchmaking with the unmistakable New York style. The large floor-to-ceiling windows connect the interior and exterior, bringing the hustle and bustle of New York directly into the store. Inside the 218-square-meter boutique, adorned in black and white, customers can explore IWC’s exquisite collections, such as the Pilot’s Watches, Portugieser, and Ingenieur.
“ Opening our Flagship boutique on Madison Avenue is a significant milestone for IWC Schaffhausen. Madison Avenue’s illustrious reputation epitomizes our commitment to excellence, making it the perfect setting for our new boutique. Every corner and detail of the boutique has been meticulously crafted to create a unique atmosphere where both new and existing customers and watch enthusiasts can delve into our history, engineering, and craftsmanship,” says Franziska Gsell, Chief Marketing Officer of IWC Schaffhausen.
“ After 12 years at our first Madison Avenue boutique, we are pleased to relocate to our new home at 645 Madison Avenue, on the corner of 60th and Madison. This new concept truly represents the DNA of IWC, reflecting modernity while placing craftsmanship and engineering at the heart of everything we do. We are eager to welcome our clients, watch enthusiasts, and horology enthusiasts to discuss and learn about our watches and our long heritage, ” adds Stanislas Rambaud, President of the IWC Brand in the United States.
Watchmaking experience
In a central display, IWC collections are showcased alongside modules highlighting their expertise in colored ceramics, chronographs, and case engineering. Large-scale models explain the workings of the automatic movement caliber 52000 and the Pellaton winding system. A separate high watchmaking exhibition presents intricate complications, including the IWC Portugieser Perpetual Calendar (Ref. IW505701) with a moon phase precision of 45 million years, marking the arrival of the new Portugieser collection in the United States.
For the first time, IWC Schaffhausen features a transparent watchmaking workshop at the front of the boutique and a product testing laboratory. Visitors can observe an IWC watchmaker working on the brand’s movements. With the Cyberloupe® connected to the large screen, they can also see the tiny components up close.
The testing laboratory showcases selected steps from IWC’s testing procedures: a bath test for corrosion and water resistance, a strap torsion test, and a chronograph resistance test. Glass walls separate the workshop from the individualization service area for the Portugieser and the meeting zone.
Customizable watches
Exclusivamente en las Flagship boutiques de IWC, los clientes pueden personalizar su reloj Portugieser Chronograph eligiendo entre diversos materiales de caja, colores de esfera, manecillas y apliques, opciones de brazalete y un grabado opcional.
Además, IWC Schaffhausen ofrece un configurador de correas para los modelos Portugieser, Aviador y Portofino en colaboración con Jean Rousseau. Cada correa es totalmente personalizable en materiales, colores, forros, pespuntes y grabados opcionales para adaptarse a las preferencias individuales.
Unique hospitality and authentic New York coffee
In addition to the cozy atmosphere, the boutique features a fireplace, a lounge, and the BIG PILOT CAFE NYC, where visitors can enjoy beverages made with a coffee developed especially by IWC in collaboration with Coffee Project New York. This women-owned minority business offers the IWC New York Flagship Signature Coffee and is dedicated to improving the quality of life for everyone in the coffee supply chain.
Visitors can relax in the VIP lounge, virtually visit the Schaffhausen Manufakturzentrum, or participate in virtual events and meetings. The lounge is ideal for VIP and private events, and the bar serves as a space for watchmaking classes.
The opening of the boutique on Madison Avenue, located at 645 Madison Avenue, New York, NY 10022, follows the inauguration of the Flagship boutique on Rodeo Drive, Beverly Hills, making it the fifth worldwide.
