Located between the notorious Place Vendôme and the majestic opera Palais Garnier, the legendary Rue de la Paix is the emblem of French luxury. Recognized around the world as being one of the most refined streets of the French capital, the address sparks desire among buyers and has hosted the biggest names in the watchmaking and jewellery industries since the early nineteenth century. Having cemented its reputation at number 15, IWC Schaffhausen is making a name for itself in the Parisian watchmaking world and, with its new boutique, invites visitors on a fascinating journey through sky and sea into the multifaceted universe of its famous watch families.

The architecture of the new boutique is based on the founding values of IWC and is an expression of its innovative and engineering excellence. Designed by IWC’s in-house architects, the boutique welcomes clients in a modern space with an emotional ambiance which brings the company’s spirit and philosophy to life. The elegant showroom with a masculine and minimalist feel is a universe combining chrome, brushed metal and wood. In the entrance area the eye is drawn to the central element of the room: in a display, IWC’s milestones in Haute Horlogerie are presented and include complications such as the tourbillon, the minute repeater and the perpetual calendar, as well as skeletonized masterpieces. A spacious lounge leads visitors to discover the Portuguese watches with their history of navigation, the fascination of aviation that accompanies the Pilot’s Watches or the Da Vinci family which represents the world of ingenuity. Guests are invited to immerse themselves in the underwater world of the Aquatimer diver’s watches and to explore the identity of the Ingenieur’s world of engineering. Finally, a trip to the picturesque little harbour town that lends its name to the Portofino watch family shows the inspiring and swinging world of the Italian way of life of the Fifties and the Sixties.

As it was built respecting all of the IWC values, this boutique evokes the soul of different watch families, of which each is carefully placed in an area with a unique decor, resulting in a complete immersion into their different universes. The mezzanine floor provides a spectacular view of the watch families displayed on the ground level. Further along it radiates a unique atmosphere with a generous lounge. The boutique invites visitors on a journey to the heart of the many aspects of the brand. “We are proud to be present with our own IWC boutique in Paris and look forward to welcoming watch lovers to this wonderful venue,” says Georges Kern, CEO of IWC Schaffhausen.

Paris, 21 September 2012 – The watch manufacturer IWC Schaffhausen has celebrated the grand opening of its first Parisian boutique on 15 rue de la Paix with an intimate and emotional soirée. An exclusive dinner, prepared by the famous Hôtel de Crillon head chef Christopher Hache, was held at the private villa of music producer Serge Khalifa. The evening was rounded off with a performance by the cosmopolitan bluesman Keziah Jones.

“We are proud to be present in Paris with the IWC boutique we opened in June,” said Georges Kern, CEO of IWC Schaffhausen, during the ribbon-cutting ceremony, assisted by French football manager and former player Laurent Blanc. “IWC Schaffhausen invites visitors on a fascinating journey through Haute Horlogerie into the multifaceted universe of our famous watch families,” continued Georges Kern. “We will spend an unforgettable evening celebrating IWC’s spirit in Paris, and I can promise you many highlights to remember.”

After exploring the emotional ambiance of the new boutique, which brings IWC’s spirit and philosophy to life, the guests were taken to a private villa. For one night only, the renowned head chef Christopher Hache left his kitchens at the Hôtel de Crillon in order to orchestrate an unforgettable dinner. The villa’s owner, music producer Serge Khalifa, who hosted musicians like Johnny Hallyday, Jamie Cullum, Duffy and Mika, underlined the exclusive and authentic atmosphere by presenting his recording studio and relating some stories about famous artists who had performed there. Even in the library, the mythical spirit of music could be perceived through the dedicated vinyl records from Clapton, Morrison, Hendrix and Lennon.

To round off the exclusive evening, Arnaud Miara, Director of IWC France, handed over the stage to famous Nigerian bluesman Keziah Jones. From playing in the Parisian subway at the beginning of the 1990s, he went on to star at some of the best-known venues in the world. His stunning individual style – a mix between blues, soul music and funk – has allowed him to win the hearts of millions. IWC’s guests were enthralled by the intimate performance by the singer-songwriter and guitarist, and enjoyed the unique atmosphere of the event, which reflected the mission of the IWC boutique itself: namely to provide customers with best-in-class service and unforgettable experiences.