On October 5, 2023, IWC Schaffhausen officially inaugurated the reopening of its flagship boutique on the renowned Rodeo Drive in Beverly Hills, California. The boutique has undergone a comprehensive renovation, from the expansive frontage to the minutest interior details, embracing a loft-inspired design. This revitalized boutique warmly welcomes visitors and valued clients, providing a comfortable environment to delve into the captivating world of IWC and the intricate craftsmanship behind its timepieces. Among the boutique’s standout features are the mesmerizing XPL installation, the heritage exhibition display, the lifestyle and custom studio, and the on-site watch spa service. This reopening, deeply rooted in American heritage, is a momentous celebration that reflects the enduring legacy and promising future of this Swiss luxury watchmaker.
Back in 2008, IWC Schaffhausen opened its inaugural US boutique in the heart of Beverly Hills, marking a significant milestone for the 155-year-old Swiss luxury watch manufacturer. Founded by American engineer and watchmaker Florentine Ariosto Jones, the brand originally resided on Brighton Way before relocating to Rodeo Drive, where it first greeted patrons in 2015. The reopening represents another stride in the global expansion of IWC’s flagship boutiques, each imbued with its unique characteristics. The Rodeo Drive flagship boutique pays homage to IWC’s mastery of case materials, a mastery that has been further reinforced with their recent introduction of colored ceramics inspired by the diverse American landscapes, including the 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.
Christoph Grainger-Herr, CEO of IWC Schaffhausen
Designed in a loft-inspired fashion, the boutique boasts a towering glass façade and inviting entrance that beckons visitors inside. Spanning an expansive 528 square feet, the boutique serves as a tangible embodiment of IWC’s innovative spirit, craftsmanship, and engineering prowess. It showcases the XPL installation, featuring a captivating Shock Absorber exhibition piece, alongside the heritage exhibition display and the informative engineering wall. This wall elucidates the ceramic manufacturing process, case production, and meticulous hand-in movement assembly. To mark its reopening, IWC pays homage to the Pilot’s Watch with a comprehensive exhibition of historical timepieces from this iconic collection.
The boutique seamlessly marries natural materials and earthy tones with contemporary elements, employing a color scheme of black, green, white, and cream that accentuates IWC’s renowned colored ceramics. Two boutique lounges draw inspiration from IWC’s specified “Mojave Desert” and “PANTONE® Ceratanium®” colors and are designed for multifunctional use, including live streaming events, virtual manufactory tours, meetings, and private gatherings. A wooden staircase connects the two floors, while wooden paneling on the walls and ceilings contribute to the boutique’s warm and welcoming ambiance.
On the ground floor, the lifestyle and custom studio showcases two displays. The strap studio display offers a comprehensive overview of strap options available for the Pilot’s Watch, Portugieser, and Portofino collections. The other display features a vibrant array of dials for the newly introduced Portugieser 3716 Individualization Service, exclusively offered at IWC flagship boutiques. On the second floor, a first for IWC boutiques, a permanent watch spa takes center stage. Located at the forefront of the boutique, it allows clients to observe the meticulous cleaning and testing of their timepieces for accuracy and water resistance. Additionally, the boutique houses an embossing machine and accommodates exploded movement calibers, providing visitors with a unique glimpse into the brand’s intricate product complexity and craftsmanship.
Situated at 329 North Rodeo Drive in Beverly Hills, this flagship boutique represents IWC’s fourth new generation flagship boutique worldwide. It follows the recent openings of boutique locations in Washington DC, Hudson Yard, New York, and Short Hills, New Jersey, underscoring the brand’s commitment to providing exceptional experiences to its patrons.
For more information, please visit IWC.com.