IWC Schaffhausen Opens Inaugural Nordic Boutique in Copenhagen
IWC Schaffhausen is excited to announce the opening of its first Nordic boutique, located in the vibrant heart of Copenhagen, Denmark. Centrally positioned in one of the most dynamic Nordic cities, IWC now brings its renowned engineering and fine watchmaking to the region like never before. The boutique features an Engineering Wall, a lounge, and a bar, inviting guests to explore IWC collections, engineering, and history in a comfortable and elegant setting.
IWC Schaffhausen’s first boutique in Denmark is situated on Ny Østergade, a bustling side street adjacent to Copenhagen’s main shopping street, Strøget, where design and gastronomy harmoniously meet.
“Copenhagen serves as the perfect backdrop for our first boutique in Denmark. With its rich history, picturesque architecture and waterfront, and vibrant cultural scene, the city embodies a harmonious blend of tradition and modernity, mirroring the essence of IWC Schaffhausen,” said Franziska Gsell, CMO of IWC Schaffhausen.
IWC Schaffhausen feels right at home in the waterfront capital, where clean lines, functionality, and cultural heritage reign supreme. Since 1868, IWC has been located on the banks of the River Rhine in Schaffhausen, harnessing the river’s hydropower to energize its Manufakturzentrum. Here, skilled artisans work alongside state-of-the-art machines, continuously pushing the boundaries of innovation while remaining committed to craftsmanship, performance, and longevity, always with functionality in mind.
Spanning 110 square meters, the boutique invites guests to delve into the various core IWC collections. From the Pilot’s Watch, first introduced for civil aviation, and the Portugieser, built at the request of two Portuguese merchants, to the Portofino, embodying a laid-back Mediterranean style, and the Ingenieur, with its rugged sportiness and technical appeal, each collection tells its own story of ingenuity, passion, and purpose.
A hallmark feature of the boutique is the Engineering Wall, showcasing IWC’s engineering heritage. This display includes the inner workings of IWC-manufactured movements, complications, and expertise in advanced materials such as Ceratanium® and colored ceramics.
With its elevated contemporary design, the boutique draws inspiration from its surroundings while staying true to the distinctive IWC aesthetic. It is furnished with classic Danish design elements from Handvärk, Gubi, and Icons of Denmark. The minimalistic expressions focused on quality underscore the timelessness of IWC. The muted color scheme, reminiscent of the colors of TOP GUN, adds warmth to the space, while the mix of wooden panels, soft rugs, and exposed ceilings provides depth. Completing the visitor experience is a cozy lounge with a fireplace and a bar where guests can relax and enjoy a variety of beverages and snacks.
To mark the opening of the boutique, IWC Schaffhausen presents a special artwork by the artist M’Brick. The piece illustrates the IWC Pilot’s Watch Chronograph TOP GUN Edition “Lake Tahoe” (Ref. IW389105) and is made out of more than 35,000 bricks, making it the largest piece ever created by the artist. Using a seemingly random variety of bricks in different shapes and sizes, the artwork has a three-dimensional and captivating complexity. From a distance, the bricks form the instantly recognizable Pilot’s Watch, but up close, the subject becomes more abstract and takes on a life of its own.
The new IWC boutique is located at Ny Østergade 3, 1101 Copenhagen, Denmark.
For more information, please visit IWC.com.
