Iwc Schaffhausen, new boutique in via Montenapoleone 21

Iwc Schaffhausen presented its new boutique in Milan, in via Montenapoleone 21. This new location (previously the watchmaking maison was at number 1 of the same street, ed. ) offers fans of the brand the opportunity to discover the new collections and exclusive watches, dedicated exclusively to the single-brand boutiques.

The space benefits from a new concept: the design adopts the tone-on-tone, black and white color palette, signature of the brand, elevating it through a mix of technical and luxury materials. The storefront and interior redefine traditional retail areas by transcending the use of space, encouraging customers to stay in the boutique and explore the different collections. A full-wall video wall immerses customers in the IWC world and tells the details of its timepieces. The new layout of the spaces allows you to explore the families of IWC watches, from sportsmen Pilot's Watches to the classic Portugieser and to the refined Portofino .

Iwc also announced the opening of the new boutique in Rome, in via del Babuino 95, opened together with its partner Hausmann & Co. , “as a consolidation – we read in the note – of a relationship based on the quality, responsibility and care of two historic companies that represent the heritage and future of fine watchmaking”.