IWC open a new flagship boutique in Zurich to bringing to life the connection between engineering excellence in watchmaking and motorsport through a focus on the IWC Racing Team. This boutique takes the concept of retail to a new dimension that provides an interactive journey into the IWC’s world.

Located on Zurich’s Bahnhofstrasse, the expanded and remodeled boutique has been styled as ‘IWC Racing Works,’ the global home of the brand’s classic racing team. Space invites clients to enter the world of a bustling motor-racing workshop, appointed with a rich blend of motorsport memorabilia, engineering artifacts and unique timepieces that tell the story of the long-standing connection between IWC and motor racing.

IWC Opens a New Flagship Boutique in Zurich

Upon entering the boutique, clients step into a welcoming and personal space – an eclectic collector’s den filled with marvels of engineering and memories of a great adventure. The presentation of the full collection of IWC timepieces takes center stage, anchored by newly developed open and glass-free presentation cases for a more tactile product experience.

Distinct thematic zones define the surrounding space.

IWC Opens a New Flagship Boutique in Zurich

The ‘Engineering Lab’ tells the story of IWC’s technical excellence and key innovations from the brand’s 152-year history. A choreographed multimedia presentation complements movement models and material samples.

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The ‘Garage’ at the back of the storehouses the 300SL Gullwing and the VR driving experience, as well as the Hero Wall – an animated presentation of IWC racing drivers, their legendary victories and timepieces.

IWC Opens a New Flagship Boutique in Zurich

The ‘Customs Studio’ is reminiscent of an interior trim and upholstery workshop specializing in strap and accessory customization and personalization. Watch straps made from signature red Mercedes 300SL upholstery leather will be exclusively available at the Zurich boutique. IWC’s famed hospitality, along with themed snacks and drinks, can be enjoyed at the ‘Paddock Bar.’

The ‘Driver’s Lounge’ is where guests can suit up and get ready for the race, courtesy of an in-store digital shop-the-look concept in partnership with Mr. Porter, and study every twist and turn of the renowned Goodwood Motor Circuit.

IWC Opens a New Flagship Boutique in Zurich

The ‘Workshop’ on the lower ground level features the on-site watchmaking studio with AR video functionality and a live link to the Manufacturing Centre in Schaffhausen. Clients will also be able to browse some of IWC’s most famous ads, as well as a curated selection of motor racing-themed vintage watches available for sale.

A range of digital functionalities additionally enhances the visitor experience at the new flagship boutique. For instance, the content on the displays in the shop windows can be controlled from outside on the street using a mobile phone.

At the entrance, a magical interactive book guides visitors through the history of the company’s foundation and IWC’s most important product ranges. The entire flagship boutique can also be visited in virtual reality at Customers can make the most of new services, such as video consultations.