IWC Schaffhausen has opened its new flagship Boutique at HKRI Taikoo Hui mall complex in Shanghai.

Taking its successful new retail concept to the next level, the Swiss luxury watch manufacturer has created a fully immersive environment centring around its most iconic product lines - Pilot’s Watches, Portugieser, and Portofino collections - and highlighting key aspects such as the brand’s engineering & material competence.

“Our new flagship boutique blurs the boundaries between a physical store and a digital experience. Merging the best of both worlds, we created a space where visitors can discover our brand and products in an unprecedented new way. Moreover, thanks to the integration of a food and beverage concept, the boutique also turns into a meeting point for people living or working in the Jing’an District,” explains Chris Grainger-Herr, CEO of IWC Schaffhausen.