News Central - IWC SCHAFFHAUSEN Opens The First Boutique in ION Orchard, Singapore

IWC SCHAFFHAUSEN Opens The First Boutique in ION Orchard, Singapore

IWC SCHAFFHAUSEN OPENS THE FIRST BOUTIQUE IN ION ORCHARD, SINGAPORE

Press Release

7th Singapore, May 2009 – IWC Schaffhausen joins the ranks of internationally renowned luxury brands at the new prestigious ION Orchard with the opening of its boutique in an exclusive ambience.

The IWC Boutique in ION Orchard is the first standalone store of the brand in Singapore featuring a newly developed boutique generation worldwide. It is part of a strategy to create a unique brand experience globally, where customers discover IWC and its fascinating stories surrounding the brand to an entirely new extent. A centre of excellence for IWC, the new boutique is designed with the aim to offer unique shopping and brand experience, while showcasing engineering and innovation, the core values of IWC.

Conceptualised and designed fully in-house by IWC’s team of architects and designers, the brand new boutique concept has been tailor made especially to reflect the iconic status of the new ION Orchard whilst unifying the fundamentals of the brand’s DNA. At the store’s façade, customers are welcomed by an interplay of flamed and brushed granite, brushed metal and dark chrome elements illustrating IWC’s understated luxury.

The design of the over 1,000 square feet boutique draws inspiration directly from IWC’s timepieces; dressed in our corporate colours of white and black, the main showroom area features a distinctive combination of polished and brushed metals while the lounge and exhibition areas deck in warmer wood finishes, fabrics and custom-made furniture, creating an inviting atmosphere, welcoming customers to explore IWC’s highly authentic and emotional product worlds, and immerse in its rich heritage through the boutique’s extensive library in a relaxing club ambience.

Each year, IWC introduces a novelty collection at the annual Salon International de la Haute Horlogerie (SIHH) watch fair and tribute is paid to the brand’s latest offerings in a dedicated exhibition area in the new IWC boutique, highlighted with special finishes and captivating display animations. A state-of-theart compact LED and metal halide lighting system illuminates the new boutique, accentuating the beauty of the exquisite IWC timepieces.

The philosophy of “Probus Scafusia” – Good, solid craftsmanship from Schaffhausen which is so closely associated with the IWC brand, is reflected in the architecture and throughout the new boutique design. Every attention is given to fine detailing and craftsmanship and ambient finishes add a layer of luxurious warmth to the spatial experience.

Andreas Boesch, General Manager of IWC South East Asia added “On 21st July 2009, a new vibrant addition to Orchard Road will change the local retail scene forever and IWC Schaffhausen is extremely thrilled to be part of this historic changing moment. The IWC standalone boutique is specially developed to suit the iconic image of ION Orchard which is truly unique and aims to revolutionize one’s watch shopping experience.”

Georges Kern, CEO of IWC Schaffhausen, said “The opening of the new IWC boutique in Singapore sets the cornerstone for IWC’s next generation of boutiques and heralds a compelling strategic opportunity as we significantly expand our presence here, bringing the manufacture closer to watch enthusiasts in this part of the world. We have already opened our own boutiques in several metropolises all over the world, and we are now looking forward to making an entrance in the cosmopolitan city of Singapore.”

"Attracting the world's leading luxury watchmakers to bring their unique designs and concepts to Singapore was an important part of ION Orchard's leasing strategy. We are honoured that a globally renowned brand such as IWC Schaffhausen will be opening its first standalone boutique at ION Orchard and we look forward to a long and fruitful partnership together." said Ms Soon Su Lin, Chief Executive Officer of Orchard Turn Developments Pte Ltd.

Ms Soon Su Lin, Chief Executive Officer of Orchard Turn Developments Pte Ltd with Mr Andreas Boesch

The IWC boutique will house the most comprehensive and coveted collection of IWC timepieces with the objective to create a unique yet high quality service to IWC customers.

More pictures of the Press Event Announcing the Opening