This could be dangerous…
IWC aficionados can rejoice, the Swiss watchmaker finally opened a New York store this week right in the heart of the menswear action on Madison Avenue. The shop is modeled most closely on the company’s outpost in Hong Kong, with each model family getting its own themed room and experience. Even though there are different environments for each collection, the rich wood that runs throughout the space serves to connect each area and creates a refined, yet unpretentious setting in which you avoid work while lusting over well-made watches. The expansive entrance — which is set up to be a sort of nautical looking lounge — beautifully houses the popular Portuguese collection. That main room also plays host to several steamer trunks that house the Portofino range.
The store is a welcome addition for IWC owners, non-owners and obsessives alike. Anyone needing service on their watch can easily drop by the new shop to be tuned, inspected or repaired, a convenience not overlooked. In fact, when I stopped by today to check the place out and take these photos there were already a few people in the boutique doing just that, getting their IWCs serviced. The shop also presents an opportunity to see the entire IWC range all in one place, with some special edition items also on offer exclusively (see nautical clocks below).
As someone that has a borderline obsession with the IWC brand, this couldn’t have happened soon enough. The fact that the company had already opened stores in both Vegas and Los Angeles, I was starting to think IWC didn’t like New York. Though, those feelings were quickly disregarded today on the corner of 54th & Madison. [IWC Schaffhausen]
IWC NYC Flagship | 535 Madison Avenue New York, NY 10022 | (212) 355-7271