On Wednesday, IWC Schaffhausen celebrated the opening of its first US Flagship Boutique in New York City – the largest of its kind worldwide. The brand marked this new milestone with the launch of the Big Pilot’s Watch Edition Muhammad Ali – limited to 250 pieces and designated as a US exclusive.
Held at Manhattan’s new Madison Avenue hotspot, the glamorous event attracted high-profile guests, including actor Matthew Fox and model Adriana Lima. The opening featured an exhibition of the work of famed photographer Howard Bingham, a lifetime friend of Muhammad Ali, who recorded Ali’s career on camera.
“The opening of this Flagship Boutique in New York City is very special for us,” explains IWC CEO Geroges Kern. “It not only reflects our unique identity and provides an exceptional customer experience, it also marks a return to our American heritage as our new ‘house of stories’. We are looking forward to welcoming our guests at this marvelous location and inviting them to experience IWC’s spirit and philosophy.”