July 6, 2017, Schaffhausen. IWC relocates its brand boutique to a new address on Rhone Avenue. The new boutique is located in a prime area of the street of Rhone, covering an area of 100 square meters. Geneva watch enthusiasts and international tourists visiting the city can enter the store to discover and discover six series of IWC watches. To celebrate the opening of the new boutique, IWC launched a special edition of the Portuguese double-tracing chronograph (model: IW371221), available only at Geneva boutiques.
Geneva is Switzerland’s second largest city, the historical center of the country’s watchmaking industry, and the seat of many international organizations and major international conferences. ‘I am very happy to find a new home for IWC timepieces. The location of the new boutique in a prime location truly reflects the brand status of IWC and the importance of Geneva.’ Linus Fuchs, Managing Director of IWC Switzerland .
IWC’s new boutique is located on the first floor of Globus Department Store, 48 Rona Avenue. The sales area and leisure area are distinct and the layout is striking. The store presents the typical IWC elegant design, with soft beige and deep wood as the main color, decorated with crystal glass and natural stone. The 100-square-meter area provides ample space for IWC watchmakers, who will always help customers with technical issues.
To celebrate the opening of the new boutique, IWC launched a special edition watch, limited to 50 pieces. The special edition of the Portuguese double-tracking chronograph ‘Geneva Boutique’ continues the excellent tradition of the first Portuguese double-tracking chronograph released by IWC in 1995. It is equipped with a second hand, allowing the recording of two different times . Stainless steel case with striking willow hands and Arabic numerals, both of which are plated in rose gold. The black dial has a rangefinder scale printed on the outer edge, while the inner ring is decorated with a tachymeter scale. Equipped with 76240 manual winding movement, it can provide 44 hours power reserve. The bottom of the watch is engraved with ‘Cé qu’è lainô’, which is the name of the anthem of the former Geneva Republic since 1602. The watch comes with a brown alligator strap and a folding clasp and is now available exclusively at the IWC Geneva boutique.