IWC Schaffhausen celebrated the opening of its boutique at Residenzstraße 13, Munich, on 28 June 2017. After a one-year construction phase of meticulously executed renovations, the historic building in the heart of Munich’s city centre is now shining like new. Inside, it features a modern boutique concept spanning two floors and a total area of around 226 square metres. With its soft beige hues and dark wooden accents, the IWC boutique furnishing scheme features a bar, a corner fireplace and a seating area, creating a relaxed atmosphere that invites visitors to bask in the stylish surroundings.
Approximately 200 hand-picked guests from the worlds of business, politics, art, media and Munich’s high society attended the grand opening at the invitation of Christoph Grainger-Herr (CEO of IWC Schaffhausen) and Henrik Ekdahl (IWC Managing Director Richemont Northern Europe). The red carpet was graced by celebrity watch enthusiasts and IWC Friends of the Brand Elyas M’Barek, Moritz Bleibtreu and Thomas Heinze.
After the ceremonial ribbon had been cut, IWC CEO Christoph Grainger-Herr greeted the guests by saying: “In addition to Neuhausen and Bogenhausen, Munich now also has Schaffhausen. We are delighted that we have now made a small part of the Bavarian capital our own and filled a significant gap in our network with this extra- ordinary boutique.”
The grand opening event centred on the new boutique and its very special location in the heart of Munich. It also focused on the watch Portugieser Chronograph Rattrapante Edition “Boutique Munich”. This special edi- tion, which the Swiss watchmaking company launched exclusively to mark the boutique’s opening, is engraved with Munich’s Frauenkirche church on the back of its case. Its blue dial and red hands inspired the blue and red colour scheme used for the evening event. After the welcome speech, the guests had ample opportunity to explore the new boutique and immerse themselves in the world of IWC watches whilst enjoying a cocktail-style reception and attentive service. As well as serving drinks, bartender Rocco Tolomeo performed behind the bar, and the jazz band Monaco Swing Trio entertained guests with live background music.
Each IWC watch has its own story – one that is deeply rooted in the company’s history that goes back almost 150 years. The product families take their inspiration from various sources, be they the legend of the universal genius Leonardo da Vinci, the history of early seafaring and fly- ing, a fascination for diving or adventurous expeditions. This rich storytelling tradition is reflected in IWC’s records and continues on the wrists of all those who own an IWC watch.
With a clear focus on technology and development, the Swiss watch manufacturer IWC Schaffhausen has been producing timepieces of lasting value since 1868. The company has gained an international reputation based on a passion for innovative solutions and technical ingenuity. One of the world’s leading brands in the luxury watch segment, IWC crafts masterpieces of Haute Horlogerie at their finest, combining supreme precision with exclusive design. As an ecologically and socially responsible company, IWC is committed to sustainable production, supports institutions around the globe in their work with children and young people, and maintains partnerships with organizations dedicated to environmental protection