IWC Schaffhausen announces the opening of its newest flagship boutique on Madison Avenue in New York City. The boutique offers new and exclusive amenities, bringing the finest craftsmanship and innovation from Schaffhausen to the city. Highlights include a fully transparent watchmaker atelier, a product test lab display, and the Portugieser individualization service.

“Opening our flagship boutique on Madison Avenue is a great milestone for IWC Schaffhausen. Madison Avenue’s illustrious reputation epitomizes our commitment to excellence, which makes it the perfect setting for our new boutique. Every corner and detail of the boutique has been meticulously considered to create a unique atmosphere where customers and watch lovers —new as well as existing— can deep-dive into our history, engineering, and craftsmanship,” states Franziska Gsell, Chief Marketing Officer of IWC Schaffhausen.

“After 12 years in our first Madison Avenue Boutique, we are pleased to move to our new home at 645 Madison Avenue, at the corner of 60th and Madison. This new concept truly represents the DNA of IWC, which reflects modernity while putting craftsmanship and engineering at the center of everything we do. We cannot wait to welcome our customers, watch enthusiasts, and the watch curious to talk and learn about our watches and longstanding heritage,” adds Stanislas Rambaud, IWC Brand President USA.

Drawing inspiration from its surroundings, the boutique blends Swiss engineering and fine watchmaking with New York City style. Large floor-to-ceiling windows connect the indoors and outdoors, bringing the bustle of New York City into the boutique. Inside the 2,357 sq. ft. boutique with a black and white color scheme, customers can explore the IWC collections such as the Pilot’s Watches, Portugieser, and Ingenieur.

On a central display, the collections are shown alongside different modules, highlighting IWC’s expertise in colored ceramics, chronographs, and case engineering. The inner workings of the IWC-manufactured 52000 caliber automatic movement and the Pellaton winding system are also explained with the help of large models. A separate fine watchmaking exhibition showcases complex complications. Marking the arrival of the newly introduced Portugieser collection in the US, the new IWC Portugieser Eternal Calendar ref. IW505701 with a moon accuracy of 45 million years displayed there.

For the first time, the Swiss luxury watch manufacturer has a fully transparent watchmaker atelier at the front of the boutique featuring a product test lab display —yet another boutique first for IWC Schaffhausen. Visitors can observe the artisan skills of an IWC watchmaker working on IWC-manufactured movements. With the possibility of connecting the Cyberloupe to the large screen on the back wall, they can also get a closer look at the tiny components inside. The product test lab station showcases selected steps of IWC’s various product testing procedures. The first station is a bath test for corrosion and water resistance, while the second shows the strap torsion test. The third station displays the endurance test for chronographs. Glass walls separate the atelier from the Portugieser individualization service area and meeting area. Exclusively available at IWC flagship boutiques, customers can customize their Portugieser Chronograph by selecting from a range of case materials, dial colors, hand and applique material, bracelet options, and an optional case engraving.

Additionally, IWC Schaffhausen introduces a strap configurator for Portugieser, Pilot’s Watch, and Portofino models together with Manufacture Jean Rousseau. Each strap is fully customizable in materials, colors, linings, stitching, and even optional engravings to suit individual preferences.

Adding to the welcoming atmosphere, the boutique has a fireplace, lounge, and bar, the BIG PILOT CAFE NYC, where visitors can enjoy coffee beverages made from specially developed IWC coffee. A subtle nod to the city that never sleeps and its unique coffee culture, IWC Schaffhausen and Coffee Project New York collaborated to curate the IWC New York Flagship Signature Coffee.

Dedicated to improving the quality of life for everyone in the coffee supply chain, Coffee Project New York is a minority women-owned coffee company with several shops, a local roastery, and an education campus. Visitors can unwind and immerse themselves in the world of IWC in the lounge, where they can virtually tour the Manufakturzentrum in Schaffhausen or participate in virtual events and meetings. The lounge is also suitable for VIP and private events and the bar doubles as a space for watchmaking classes. The opening of the Madison Avenue IWC flagship boutique comes shortly after the grand opening of the Rodeo Drive flagship boutique opening in Beverly Hills, making it the fifth flagship globally.

The new IWC boutique is located at:

645 Madison Avenue, E 60th Street, New York, NY 10022 US