IWC Schaffhausen is set to inaugurate its latest flagship boutique in Amsterdam, the capital of the Netherlands. Situated on P.C. Hoofstraat in the heart of this dynamic and cosmopolitan city, the boutique is designed as an inviting space for clients to delve into the world of IWC’s watches, gaining insights into its distinctive engineering approach and materials expertise. The official unveiling of the boutique will spotlight IWC’s founding narrative, with a temporary installation centered around the theme of water.
Known as the “Venice of the North” due to its intricate system of canals and waterways, Amsterdam shares a classical connection with Schaffhausen. Over 150 years ago, the American watchmaker and engineer Florentine Ariosto Jones established the “International Watch Company” on the banks of the Rhine river in Schaffhausen. This new flagship in Amsterdam marks IWC’s return to the city, becoming its fifth global flagship boutique after Zurich, Dubai, Shanghai, and Beverly Hills. Larger and more feature-rich than its predecessor in Amsterdam, the new boutique on P.C. Hoofstraat reflects the city’s chic ambiance and international allure.
Functional engineering and pure design are at the heart of IWC Schaffhausen. The Amsterdam boutique is among the first locations worldwide to feature our new interior design concept, creating a unique experience around the bold and distinctive spirit of the brand. We invite customers to discover our collections hands-on and deep-dive into our unique engineering expertise in watch movements, complications and advanced materials
Christian Knoop, Chief Design Officer of IWC Schaffhausen
The open and welcoming design of the new flagship boutique places IWC’s collections at the forefront, allowing clients to engage with the watches in a tactile manner. All watch displays incorporate touchscreen technology, offering visitors easy access to a wealth of information about the timepieces on display, including product history, technical specifications, and customization possibilities. The boutique’s color palette is inspired by IWC’s ceramic colors – “Mojave Desert,” “Lake Tahoe,” and “Woodland” – developed in collaboration with Pantone®.
The “Engineering Wall” within the boutique provides an in-depth exploration of IWC’s engineering heritage and expertise. It outlines the sequential steps from raw material to finished watch case for materials like stainless steel, titanium, and Ceratanium®. Ingenious mechanisms, such as the Pellaton automatic winding system or the IWC-typical double moon phase display, are elucidated through large working models. The “Strap Studio” allows clients to discover various strap options, from water-resistant rubber to leather alternatives like TimberTex® and MiraTex®.
A permanent watchmaker atelier on the first floor enables clients to witness their watches being repaired and cleaned, offering a firsthand glimpse into the brand’s craftsmanship. Two comfortable lounge areas, one featuring a fireplace, and a large screen for a virtual tour of IWC’s Manufakturzentrum in Schaffhausen enhance the overall experience. Additionally, a separate boardroom provides an ideal space for watchmaking classes and meetings, and the boutique boasts its own BIG PILOT BAR for clients to enjoy a beverage after exploring the IWC universe.
In celebration of the shared legacy of engineering and water between IWC and Amsterdam, the new flagship boutique was officially unveiled with an interactive installation titled “The Origins of Time.” This installation features a water simulation, allowing visitors to interact with digital representations of the sea, Rhine Falls, and Amsterdam canals while exploring the brand’s history and key achievements through immersive storytelling.
The new IWC flagship boutique is situated at P.C. Hoofstraat 132-134, 1071 Amsterdam.
For more information, please visit IWC.com.