WATCHES & TIMEPIECES 87 beyond time , they continuously push the boundaries of innovation while remaining steadfast in their commitment to craftsmanship , performance and longevity , always with functionality in mind .
Spanning 110 square meters , the boutique invites guests to explore and learn more about the different core IWC collections . From the Pilot ’ s Watch first introduced for civil aviation purposes and the Portugieser built at the request of two Portuguese merchants to the Portofino embodying the
laid-back Mediterranean style and the Ingenieur with its rugged sportiness and technical appeal , each collection tells its own story of ingenuity , passion and purpose .
The boutique features an IWC staple , namely the so-called Engineering Wall showcasing its engineering heritage . Among other things , it displays the inner workings of IWC-manufactured movements , complications , and its expertise in developing advanced materials , such as Ceratanium ® and coloured ceramics .
With its elevated contemporary design , the boutique taps into its surroundings for inspiration while staying true to the distinctive IWC aesthetic . It is furnished with classic Danish design from Handvärk , Gubi and Icons of Denmark with minimalistic expressions focused on quality underscoring the timelessness of IWC . The muted colour scheme reminiscent of the Colours of TOP GUN adds warmth to the space , while the various materials from wooden panels , soft rugs and exposed ceilings give it depth . Completing the visitor experience , there is a cosy lounge with a fireplace and a bar where visitors can relax and enjoy a variety of beverages and snacks .
To mark the opening of the boutique , IWC Schaffhausen presents a special artwork by the artist M ’ Brick . The piece illustrates the IWC Pilot ’ s Watch Chronograph TOP GUN Edition “ Lake Tahoe ” ( Ref . IW389105 ). It is made out of more than 35.0000 bricks , making it the largest piece ever made by the artist . Using a seemingly random variety of bricks in different shapes and sizes , it has a three dimensional and captivating complexity to it . From afar , the bricks form the instantly recognisable Pilot ’ s Watch , however , the closer one gets to it , the vaguer the subject becomes and takes on a whole new life of its own .
The new boutique is located on Ny Østergade 3 , 1101 Copenhagen , Denmark .
ISSUE 65 2024 THE ART OF LUXURY