Swiss luxury watchmaker IWC Schaffhausen yesterday opened its first US flagship boutique in New York City, the largest of its kind worldwide. IWC marked this new milestone with the launch of the Big Pilot's Watch Edition Muhammad Ali, which is limited to 250 pieces and designated as a US exclusive.
The glamorous event on Madison Avenue attracted high-profile guests, including actors Matthew Fox, Eric Dane and Patrick Dempsey as well as models Adriana Lima and Karolina Kurkova. The opening featured an exhibition of the work of famed photographer Howard Bingham, a lifetime friend of Muhammad Ali, who recorded Ali's career on camera.
"The opening of this flagship boutique in New York City is very special for us," said Georges Kern, CEO of IWC. "It not only reflects our unique identity and provides an exceptional customer experience, it also marks a return to our American heritage as our new 'house of stories.' We are looking forward to welcoming our guests at this marvellous location and inviting them to experience IWC's spirit and philosophy."
The company noted that Florentine Ariosto Jones, the legendary entrepreneur who launched the International Watch Company in 1868, was in fact an American.
The dimensions of IWC's first US flagship boutique match its cosmopolitan surroundings. Over an impressive shop floor of nearly 300 square metres, the unique interior design sets off the company's watch families, continuing IWC's rich narrative tradition in emotive settings that reflect their individual character.
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