IWC Schaffhausen opens its largest store in the world in Amsterdam.
The Swiss watchmaker has opened its largest store to date in collaboration with Dutch jewelry and watch retailer Schaap en Citroen Juweliers, IWC Schaffhausen announced on Friday. After flagship stores in Zurich, Dubai, Shanghai and Beverly Hills, the brand is introducing its most extensive facility to date in Amsterdam’s PC Hooftstraat.
The watch brand and the Dutch capital find a significant similarity in their proximity and close relationship to the element of water: IWC Schaffhausen’s first factory was founded by the American engineer Florentine Ariosto Jones on the banks of the Rhine, whose water power contributed significantly to watch production.
The new sales area focuses on minimalism, comfort and feel. Watch models can be explored using touchscreen technology, which provides information about technical data and design options, among other things. The ‘Engineering Wall’ uses functional models to explain how the technologies of various watches, including the well-known moon phase display and automatic winding, work. It also illustrates how many parts an IWC watch movement consists of.
“Functional technology and clear design are at the heart of IWC Schaffhausen,” said Christian Knoop, Creative Director of IWC Schaffhausen. “The Amsterdam boutique is one of the first in the world where we will introduce our new interior design concept, which translates the bold and distinctive spirit of the brand into a unique experience.”
The ‘Strap Studio’ presents customers with the possibilities of different watch straps, while the ‘Big Pilot Bar’, named after the brand’s pilot’s watch, provides drinks and appetizers. Lounge areas with spacious sofas and a fireplace invite you to linger. The color concept of the interior design reflects that of the watch models, which find their inspiration in the elements of nature.
Another special feature can be found on the upper floor of the store: in the watchmaker’s studio you can observe how craftsmanship is used. The specialists can be seen through a window while cleaning or repairing watches.
On the occasion of its opening, the store is hosting the temporary, interactive installation ‘The Origins of Time’, which was created by the tech collective Baast Studio. Here, too, the focus is on water as an inspiring and connecting element.
The IWC Schaffhausen flagship at PC Hooftstraat 132-134 is now open.