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April 25, 2012

Watchmaker IWC Schaffhausen Opens Its First U.S. Flagship

By Stephen J. Pulvirent | Watches

Watchmaker IWC Schaffhausen Opens Its First U.S. Flagship
Courtesy IWC Schaffhausen

Opened April 25, the Swiss watchmaker IWC Schaffhausen’s first U.S. flagship, on Madison Avenue, is the company’s largest outpost worldwide (3,000 square feet) and features themed rooms for each of its six watch “families”: Aquatimer, Portofino, Ingenieur, Da Vinci, Portuguese and Pilot’s Watches. Each room reflects the spirit of its appointed collection. The Aquatimer room recalls the ambiance of a deep-sea dive, with scuba equipment and floor-to-ceiling underwater photography; the Pilot’s Watches display includes a flight simulator. Also worth checking out is the IWC Collection, a specially curated selection of accessories and adventure gear encompassing items like a professional diving kit (to match the Aquatimer Automatic 2000) and a remote-control airplane. With the exception of the Hong Kong store, this high-octane collection is only available at the Madison Avenue flagship. At 535 Madison Ave.; iwc.com.