Swiss luxury watchmaker IWC is proud to announce the official opening of its new boutique at the legendary Battersea Power Station. The new store is located in a recently restored London landmark known for its innovation and sophisticated technology. The store displays the latest designs of IWC, as well as the brand's most iconic timepieces.
IWC CEO Christopher Grainger-Herr (Christoph Grainger-Herr) and British Brand Director Grant Wilson (Grant Wilson) attended the unveiling ceremony. Transparent glass walls create an inviting environment, and while respecting brand heritage as well as innovative craftsmanship, the boutique uses the latest cutting-edge technologies, giving people a glimpse of the future associated with IWC.
The boutique covers an area regarding 200 square meters, and also sincerely invites customers in order to immerse themselves in the world of IWC. Every watch is the focus of attention. It is presented in a modern glass-free showcase, providing a more open and accessible product experience. Customers can discover the latest collections and designs, including the brand new Portugieser automatic and chronograph watches, the actual Portofino automated, chronograph along with moon phase watches in addition to, of course , the particular Pilot's watches.
The shop also pays homage to be able to IWC's legendary engineering innovations, allowing customers to experience the watchmaking process through interactive screens and engaging material demonstrations. Visitors can also relax at the in-store bar plus experience the custom-made cocktail list in collaboration with Portofino Gin, as well as coffee and other drinks, all sourced through local partners who adopt any sustainable development model similar to IWC.
In addition , the bar can be transformed into some sort of watchmaking master class. Here, customers can watch the live broadcast from the IWC headquarters in Schaffhausen, Switzerland, while trying to assemble the latest Caliber 69 wathe movement, and complete each step under the guidance involving experts.
Battersea Power Train station and IWC have many historical links. For example , during World War II, smoke from power stations was used as a beacon for RAF pilots returning home. IWC provides these pilots with the Mark XI watch as a navigation tool watch. The design of the new specialist also uses the original bricks of the energy station, echoing the brand origin of IWC.