With the opening of its new store in Rotterdam, the luxury watch manufacturer IWC Schaffhausen has also launched a new shopfitting concept for Europe.
The watch range of the Swiss company will be offered on an area of 124 square meters, announced IWC Schaffhausen on Thursday. The shop is operated together with the Dutch jewelry and watch retailer Schaap en Citroen Juweliers.
The store at Kruiskade 61 in Rotterdam has digitized clock displays, where touchscreens show further information such as product history, technical specifications and customization options. On the ground floor, a technology wall with housings made of different materials and factory components offers a deeper insight into the traditional company.
“With this new boutique, we wanted to translate the DNA of the IWC brand into an architectural expression. Clean lines, strong contrasts and sophisticated textures are perfectly combined with inviting conversation areas,” said Christian Knoop, creative director of IWC Schaffhausen. “We are delighted that IWC Schaffhausen has opened this new boutique, which offers new retail and digital experiences that allow visitors to engage with our products or be inspired by our stories.”