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Brief Published: 3 May 2012

IWC Schaffhausen’s Theatrical Flagship


Luxury Swiss watch manufacturer IWC Schaffhausen has just unveiled a supersized, highly theatrical retail experience in New York City, dedicated to showcasing its high-end timepieces.

The mammoth store, which is unusually large for a watch brand, shares much in common with the international flagships of major fashion houses in its mission to immerse shoppers in the brand’s universe. Think Louis Vuitton’s Maisons and Dunhill’s Homes.

The 3,000 sq ft space includes five distinctively styled rooms (each designed to mirror the character of an individual watch collection), including an air force locker room and a nautical-themed den.

An eclectic array of playful props, including a remote-controlled World War 2 plane, racing bikes and even a flight simulator, typify the stage-set approach to visual merchandising.

IWC Schaffhausen