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IWC opens boutique at Dubai Mall

Flagship store celebrates IWC’s connection to the world of motorsports


Swiss luxury watchmaker IWC Schaffhausen has unveiled a new boutique at The Dubai Mall. Spanning 313 square meters on the ground floor, the flagship store showcases IWC’s timepieces and latest collections.

Inspired by the design of the Big Pilot timepiece, the new boutique offers a glimpse into the company’s craftsmanship and future, with watches displayed in glassless cases to offer a more open and tactile product experience and two floor-to-ceiling brand portals that bring the IWC spirit to life through visuals.

The store’s central exhibition area celebrates IWC’s connection to the world of motorsports and longstanding partnership with the Mercedes-AMG Petronas Formula One team. During the 2022 season, the company will offer visitors a Formula One racing adventure with an augmented reality feature designed to create a 360-degree experience.

The store also houses a Big Pilot Café, an “engineering wall” that showcases the history of IWC’s timepieces, and a built-in broadcasting studio that connects visitors with the brand virtually. Additionally, there is a cinema lounge where visitors can view IWC’s latest collection, watch Formula One races, and take a virtual tour through the company’s manufacturing center.

Founded in 1868, IWC Schaffhausen’s new boutique at The Dubai Mall is the watchmaker’s second store in the city, the first one being at the Mall of the Emirates.