News 
At the beginning of September, the Schaffhausen-based company opened a new boutique in Zurich, where the sales concept has taken on a new dimension: IWC offers its customers an interactive journey through the brand’s automotive world.
Located on the home straight of Zurich’s Bahnhofstrasse, the expanded and remodelled boutique has been styled as IWC Racing Works, the global home of the brand’s classic racing team. The space invites clients to enter the world of a bustling motor-racing workshop, appointed with a rich blend of motorsport memorabilia, engineering artefacts and unique timepieces that tell the story of the long-standing connection between IWC and motor racing.
The motoring centrepiece is the IWC Racing Mercedes 300 SL “Gullwing” – the official car of the IWC Racing Team, driven by racing legends such as David Coulthard, Bernd Mayländer and Mercedes-AMG ambassador Bernd Schneider. Not only can visitors marvel at the sculptural beauty of the Gullwing, they are also invited to buckle up in the cockpit and put their racing skills to the test in a bespoke VR driving experience.
The Racing Works store offers a complete in-depth brand and service experience, as well as a centre of excellence for watchmaking. 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 great adventures. The presentation of the full collection of IWC timepieces takes centre stage, anchored by newly developed open and glass-free presentation cases for a more tactile product experience.
The premises are also enlivened by themed areas such as the Engineering Lab, the Garage, the Customs Studio, the Paddock Bar, the Driver’s Lounge and the Workshop.
IWC Racing Works Zurich is the first in a series of themed IWC flagship boutiques around the world.
October 01, 2020