IWC has been experimenting with boutique designs in recent years.
An engineered noir style was revealed in Zurich in 2020 that drew links between the watch brand and its IWC Racing Team partner.
That has been superseded with another monochrome showroom look, this time brighter and more vibrant, within Battersea Power Station, a giant electricity generator built in 1941 on the banks of London’s River Thames.
The power station, with its four huge cooling towers, was a London landmark, even when it lurked, unused and unloved under scaffolding, for decades.
The vast, redbrick edifice reopened last year as a shopping mall at the centre of a multi-billion regeneration project on the south bank of the Thames.
IWC took on a glass cube retail space in an area shared with a Watches of Switzerland multibrand showroom anchored by Rolex along with Omega, Breitling, Tudor and TAG Heuer boutiques.
IWC’s 2,150 square foot store invites customers to immerse themselves into the world of the watchmaker.
There are big screens showing IWC watchmaking stories through the years, and a bar serving a signature cocktail along with coffee and other drinks.
The bar transforms into a watchmaking masterclass bench where people can try their hand at making a calibre 69 chronograph movement.
Thank you to the generous sponsors of The World’s Greatest Showrooms
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