IWC Schaffhausen proudly announces the opening of its flagship boutique on Madison Avenue in New York City. This new boutique brings the finest craftsmanship and innovation from Schaffhausen to the city, offering new and exclusive amenities. Highlights include a fully transparent watchmaker atelier, a product test lab display, and the Portugieser individualization service.
New York City, known as “the Big Apple” and “the City That Never Sleeps,” pulses with unparalleled energy and excitement. From Broadway and Central Park to Wall Street and Madison Avenue, the city’s luxurious boutiques, galleries, and storied history captivate shoppers from around the world with its exclusive allure and urban elegance.
“Opening our flagship boutique on Madison Avenue is a great milestone for IWC Schaffhausen. Madison Avenue’s illustrious reputation epitomizes our commitment to excellence, which makes it the perfect setting for our new boutique. Every corner and detail of the boutique have been meticulously considered to create a unique atmosphere where customers and watch lovers – new as well as existing – can deep-dive into our history, engineering, and craftsmanship,” said Franziska Gsell, CMO of IWC Schaffhausen.
“After 12 years in our first Madison Avenue Boutique, we are pleased to move to our new home at 645 Madison Avenue, at the corner of 60th and Madison. This new concept truly represents the DNA of IWC, which reflects modernity while putting craftsmanship and engineering at the center of everything we do. We cannot wait to welcome our customers, watch enthusiasts, and the watch curious to talk and learn about our watches and longstanding heritage,” added Stanislas Rambaud, IWC Brand President USA.
Drawing inspiration from its surroundings, the boutique seamlessly blends Swiss engineering and fine watchmaking with New York City’s style. Large floor-to-ceiling windows connect the indoors with the bustling streets outside. Inside the 2,357-square-foot boutique, decorated in a sophisticated black and white color scheme, customers can explore IWC collections such as the Pilot’s Watches, Portugieser, and Ingenieur.
WATCHMAKING EXPERTISE
The boutique showcases IWC’s expertise in colored ceramics, chronographs, and case engineering through various displays. The inner workings of the IWC-manufactured 52000 caliber automatic movement and the Pellaton winding system are explained with the help of large models. A separate fine watchmaking exhibition highlights complex complications. The IWC Portugieser Eternal Calendar (Ref. IW505701), with a moon accuracy of 45 million years, is also on display, marking the arrival of the newly introduced Portugieser collection in the US.
For the first time, the Swiss luxury watch manufacturer features a fully transparent watchmaker atelier at the front of the boutique, including a product test lab display. Visitors can observe the meticulous craftsmanship of an IWC watchmaker working on IWC-manufactured movements. Using the Cyberloupe® connected to a large screen, visitors can get an up-close look at the intricate components inside.
The product test lab station showcases selected steps of IWC’s rigorous testing procedures. The first station demonstrates a bath test for corrosion and water resistance, while the second shows the strap torsion test. The third station displays the endurance test for chronographs. Glass walls separate the atelier from the Portugieser individualization service area and meeting area.
CUSTOMIZABLE WATCHES
Exclusively available at IWC flagship boutiques, customers can customize their Portugieser Chronograph by selecting from a range of case materials, dial colors, hand and applique materials, bracelet options, and optional case engravings.
Additionally, IWC Schaffhausen introduces a strap configurator for Portugieser, Pilot’s Watch, and Portofino models, in collaboration with Manufacture Jean Rousseau. Each strap is fully customizable from materials, colors, linings, stitching, and even optional engravings to suit individual preferences.
UNIQUE HOSPITALITY AND SIGNATURE NEW YORK COFFEE
Enhancing the welcoming atmosphere, the boutique features a fireplace, lounge, and bar. The BIG PILOT CAFE NYC offers coffee beverages made from a specially developed IWC coffee, a collaboration with Coffee Project New York. Dedicated to improving the quality of life for everyone in the coffee supply chain, Coffee Project New York is a minority women-owned coffee company with several shops, a local roastery, and an education campus.
Visitors can relax in the lounge, virtually tour the Manufakturzentrum in Schaffhausen, or participate in virtual events and meetings. The lounge is also suitable for VIP and private events, and the bar doubles as a space for watchmaking classes.
The Madison Avenue IWC flagship boutique opening follows shortly after the grand opening of the Rodeo Drive flagship boutique in Beverly Hills, making it IWC’s fifth flagship globally. The new boutique is located at 645 Madison Avenue, New York, NY 10022, USA.
For more information, please visit IWC.com.