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New IWC boutique in Zurich embraces racing heritage

ZURICH, SWITZERLAND — IWC Schaffhausen has opened the doors to its all-new flagship boutique in Zurich. Taking the concept of retail to a new dimension, IWC provides an interactive journey into its world, bringing to life the connection between engineering excellence in watchmaking and motorsport through a focus on the IWC Racing Team. The immersive experience includes memorabilia, virtual reality and even a live link to IWC’s Manufacturing Center in Schaffhausen for clients to enjoy as they browse the brand’s finely crafted timepieces.

Located on the “home straight” of Zurich’s Bahnhofstrasse, the expanded and remodelled boutique has been styled as IWC Racing Works — the global home of the brand’s classic racing team. The space invites clients to enter the world of a bustling motor-racing workshop, appointed with a rich blend of motorsport memorabilia, engineering artefacts and unique timepieces that tell the story of the long-standing connection between IWC and motor racing. The motoring centrepiece is the IWC Racing Mercedes 300 SL “Gullwing” — the official car of the IWC Racing Team, driven by racing legends such as David Coulthard, Bernd Mayländer and Mercedes-AMG ambassador Bernd Schneider. Visitors can not only marvel at the sculptural beauty of the Gullwing, they are also invited to buckle up in the cockpit and put their racing skills to the test in a bespoke VR driving experience.

“ With this boutique we wanted to create a story our clients can walk into and become a part of – a permanent event bringing the world of IWC Racing to life. The Racing Works store offers a complete in-depth brand and service experience, as well as a centre of excellence for watchmaking.”

Christoph Grainger-Herr, CEO of IWC Schaffhausen

“This new space envelops guests in all the excitement of IWC’s racing heritage,” added chief designer Pascal Sbrzesny. “There is so much to explore, an abundance of details and hidden references. We want to take all our guests on a journey of discovery which surprises and entertains.”

IWC Racing Works Zurich is the first in a series of themed IWC flagship boutiques around the world. The next projects will continue to tell the IWC story of engineering and adventure, one exhilarating chapter at a time.

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