IWC SCHAFFHAUSEN’S 150TH AN­NIVER­SARY POP-UP

Hong Kong Tatler - - Style | Watches -

Oh, this old thing—it’s just a ca­sual dou­ble-height glass fa­cade that looms over Fash­ion Walk, in­spired by the in­dus­trial style of the orig­i­nal IWC fac­tory. Spread over two floors with 3,000 square feet of shop­ping space, this is not your av­er­age in­stal­la­tion. In­side are the six worlds of IWC, in­clud­ing the Ju­bilee Col­lec­tion, a Portofino zone com­plete with a vin­tage Vespa, watch­maker’s table and spe­cialty cof­fee ro­tis­serie. Here we also see im­pec­ca­bly kept vin­tage IWC watches along­side cur­rent mod­els, show­ing how they have evolved to suit mod­ern tastes but still main­tain the sig­na­tures so loved by avid fol­low­ers. In be­tween vis­its to IWC’S realms, guests can take a break to en­joy freshly roasted spe­cialty cof­fees pre­pared by ar­ti­sanal cof­fee shop Ur­ban Cof­fee Roaster. And just for this oc­ca­sion, IWC has de­signed a col­lec­tion of unique cof­fee sleeves printed with im­ages of clas­sic IWC watches. Most en­ter­tain­ing of all is the dig­i­tal booth, from which vis­i­tors can start a storewide in­ter­ac­tive game that al­lows them to visit three check­points while play­fully fol­low­ing IWC’S 150 years of his­tory. Those who make it to the end will win a rain­bow-coloured tote bag. The pop-up store is open un­til June 10.

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