IWC opens its first double-storey boutique in China

      The world-renowned Swiss watch brand IWC Schaffhausen opened its first double-storey boutique in China at Shifu Hang Lung Plaza in Shenyang on 31/10, presenting classic timepieces from Schaffhausen to watch enthusiasts in Shenyang. Mr. Benoit de Clerck, Managing Director of IWC Asia Pacific, and Mr. Li Baiqing, Managing Director of IWC China, attended the opening ceremony and cut the ribbon for the new store. On the day of the opening, the new store grandly showcased exquisite timepieces from IWC's six classic collections for guests to appreciate up close.

　　At the ribbon-cutting ceremony, IWC Managing Director for Asia Pacific, Benoit de Clerck, stated: “I am delighted to see that the brand heritage of IWC, which originated from the town of Schaffhausen on the banks of the Rhine, is becoming deeply integrated into the land of Northeast China. We are also honoured to continue bringing more timepieces that embody the essence of IWC's high horology craftsmanship to Shenyang, a core city for economic development in the three northeastern provinces. ”

　　The IWC Schaffhausen boutique at Shifu Hang Lung Plaza in Shenyang is committed to providing customers with the most comprehensive watch collections and the highest quality service. Exquisite timepieces from IWC's six classic collections are all presented here: the Pilot's Watches, Portugieser, Da Vinci, Ingenieur, Aquatimer, and Portofino collections each display their unique characteristics, showcasing the brand's exemplary high-watchmaking art, which has been inherited for over 140 years. In addition, the 2012 latest Pilot's watches are also ready for action in display windows decorated with pilot jackets and pilot helmets.

　　The design of the IWC boutique at Shifu Hang Lung Plaza in Shenyang is ingenious, with a spacious and grand layout spanning over 220 square metres across two levels, where every detail highlights a mature and sharp masculine style. The design of the Shifu Hang Lung Plaza boutique continues the masculine, understated, and composed brand characteristics of IWC, offering customers a comprehensive and prestigious experience. The two-level, tiered interior fully showcases the brand's distinguished character, using solid wood as the primary decorative material. The sharp contrast between the black and white interior tones emphasises a mature and sharp masculine style, and being within it, one can strongly feel the unique brand characteristics that IWC has accumulated as an “engineer of fine watchmaking” for over 140 years.

　　Stepping into the IWC boutique at Shifu Hang Lung Plaza in Shenyang is like entering a man's world, where every elite gentleman can find his own exclusive taste and experience the exquisite craftsmanship and masculine, understated style from Schaffhausen, Switzerland.

　　Inside the Shenyang Shifu Hang Lung Plaza boutique, the minimalist and elegant display cabinets of IWC fully reveal the brand's character. At the same time, the brand's understated style echoes the deeply minimalist design of the boutique, allowing customers to fully appreciate the fine timepieces manufactured according to IWC's steadfast watchmaking philosophy "Probus Scafusia" (provenance from Schaffhausen's extraordinary technology and exquisite craftsmanship). The black and white leather sofas in the lounge area are inviting, allowing visitors to linger while reading about the fruits of IWC's extraordinary technology and exquisite craftsmanship, and enjoy a unique and prestigious watch experience.

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