IWC Shaffhausen has opened its first Paris boutique – a two-storey space – following the opening of its flagship store in New York in April.
The Swiss watch brand says it is now settling in to the “luxury and fashion capital of the world” with its store on Rue de la Paix, close to the Place Vendome, home to the world’s best-known luxury watch and jewellery brands.
IWC says it hopes to make a name for itself in the Parisian watchmaking world with the new boutique, which has an interior designed by IWC’s in-house architects boasting an elegant showroom with a “masculine and minimalist feel” in chrome, brushed metal and wood.
The centre of the store houses a display paying homage to IWC’s most legendary timepieces, such as tourbillons, minute repeaters and perpetual calendars.
There is also a spacious lounge where the brand’s Portuguese watches are on display, alongside historical information about the brand and its fascination of aviation.
The Aquatime and Da Vinci families of watches are also on show, as well as the Ingenieur range and the Portofino timepieces.
Finally a mezzanine floor provides “a spectacular view” of the watch families displayed on the ground
Georges Kern, chief executive of IWC, said: “We are proud to be present with our own IWC boutique in Paris and look forward to welcoming watch lovers to this wonderful venue.”