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IWC Schaffhausen Fetes New Boutique for Madison Avenue Watch Week

Events include a cocktail party and a panel discussion, as well as a Stateside display of novelties from Watches and Wonders in Geneva.

IWC Schaffhausen Fetes New Boutique for Madison Avenue Watch Week

IWC Schaffhausen

After introducing a mix of novelties at Watches and Wonders and bringing brand ambassador Gisele Bündchen to Geneva, Switzerland, to talk all things timepieces and more, IWC Schaffhausen is now setting up in New York for Madison Avenue Watch Week, which will see the luxury watch manufacturer open a new boutique on the street just in time for a full slate of events.

Along with the grand opening of the store, IWC Schaffhausen will have its Portugieser novelties in the U.S. for the first time and host a panel discussion on the eternal nature of watches.

Here, Stanislas Rambaud, brand president of IWC U.S., talks with WWD about what guests can expect from the brand during Madison Avenue Watch Week.

WWD: What lead you to opening the new space?

Stanislas Rambaud: After 12 years at 545 Madison Avenue, it was time to explore a new location that fit the brand vision and communication. We’re very excited about the new location at 645 Madison Avenue, which will be a fantastic new statement for the maison in the U.S. The new boutique will focus on our watchmaking expertise and storytelling about our engineering. This interplay reflects our innovative spirit. The relaxed yet sophisticated space will allow visitors to fully experience our universe, get inspired and learn more about the many facets of IWC.

WWD: Can you share a bit more about the Madison Avenue Watch Week events you are holding at your new flagship?

S.R.: We’re happy to be hosting a very insightful panel discussion about “How a Watch Stays Eternally Relevant” with Nicolas Lannou, IWC’s associate director of product strategy and heritage, along with a distinguished panel of guests, for an exploration of the IWC Portugieser, how it has remained an icon for 85 years and is gaining new fame with the launch of the Eternal Calendar. We will also have some of the novelties from Watches and Wonders, where guests can book in-depth presentations. 

WWD: You debuted the new Portugieser style at Watches and Wonders, calling it a “tribute to eternity.” Can you explain how this collection uniquely brings it to life?

S.R.: Since Kurt Klaus developed his legendary perpetual calendar in the 1980s, we have accumulated unique expertise in mechanical calendars that are ingeniously efficient in their design and rather easy to use. With the new Portugieser Eternal Calendar, we are now venturing further than ever before, touching the limits of eternity thanks to our engineers, who are constantly pushing the boundaries. The Portugieser Eternal Calendar is our first Secular Calendar, to which have also fitted a double-moon phase display that will only deviate from the moon’s orbit by one day after 45 million years.