IWC open a new flagship store with a motorsport theme

Luxury watch maker IWC have opened a new flagship store in Zurich that takes customers on a journey with the IWC Racing Team. The store is designed around a motor sport theme with plenty of motorsport memorabilia and engineering artefacts, and of course, unique IWC timepieces. 

Inside the store are IWC’s “Sensation Displays” which showcase the watches in detail and provide technical and historical information about IWC.

Dunhill Duke Weekender Holdall bag customised by Romain Hugault. Photo: IWC

The Virtual Reality Driving experience is a big drawcard for auto enthusiasts. It’s not everyday you get the opportunity to sit in the driver’s seat of a Mercedes-Benz 300 SL “Gullwing”, IWC’s official sports car. Once customers have chosen their virtual in-game IWC watch (naturally) and settled into the car, a lifting platform takes customers from the boutique through an underground tunnel system to a twisty mountain track in the Swiss Alps.

Customisation is also part of the IWC experience and exclusively to the Zurich store, customers can spec straps in keeping with the red upholstery leather of the Mercedes 300 SL.

The leather strap inspired by the 300SL seats. Photo: IWC

Other services in the store include the Watchmaking Studio where customers can witness the repair of their watch in real time, a collaboration with Mr.Porter where customers can browse curated outfits designed to fit the IWC racing heritage.  

Visit IWC for an interactive tour.

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