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

Comments on “IWC x NYC

    P Cooper on April 24, 2012 9:50 PM:

    I’ve been eyeing the Pilot’s watch chronograph for a while now. I think your post may have pushed me over the edge. Well done. BTW, hope you enjoyed the Bulleit Bourbon.

    Jeremiah on April 25, 2012 5:12 AM:

    OMG! The lust over unpretentious themed rooms has me sweating for –awww, fuck it. Looks like anime RL. I’m going to strap on my Portu and sleep it off.

    Will on April 25, 2012 2:41 PM:

    Just went into this boutique, one of the best in NYC (or anywhere else for that matter) I’ve ever seen. They got every detail right. The Portofino collection is KILLER.

    The Trad on April 25, 2012 2:58 PM:

    Who the fuck is Vince?

    Bodah Christiansen on April 25, 2012 4:42 PM:

    Everything about this space makes one want to be part of the IWC Schaffhausen world. Fantastic. Nice work.

    Noble County Gold on April 26, 2012 3:39 PM:

    I’m a Rolex guy in and out, but looking at this shop, I may have to branch out and get one of these IWC pieces.

    Joe Radlad on April 26, 2012 7:50 PM:

    Great. When the moonphase of my Portuguese perpetual calendar is off by one day in another 575 years – 2587 CE – I can just drop in at Madison at 54th instead of having to pay to insure and ship it to Fort Worth which is the only place in the US that performs IWC in-warranty service. This boutique is in (IWC’s) spitting distance from Wempe and the Fifth Avenue – as opposed to Madison Avenue – Breguet boutique and the watch mall by the name of Tourneau.

    Glen on May 3, 2012 1:33 PM:

    I love IWC! The Portofino 8 day hand wind with Santoni band is awesome… it! Get compliments everyday on my watch.

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