IWC opens its first flagship boutique in New York
In 2012, at the end of April in New York City the known watch brand IWC has opened its first flagship boutique. The brilliant presentation was organized by with the participation of many celebrities, but the highlight of the event was the release of an exclusive watch in honor of the greatest boxer of our time Muhammad Ali.
The territory of the boutique in 3000 square meters is located at the crossroads of north-eastern corner of Madison Avenue and 54th Street. The red ribbon was cut by IWC CEO Georges Kern, with the participation of the company branch manager in North America, Gianfranco D'Attissa and a number of celebrities - popular actor Matthew Fox, former boxers Larry Holmes and Evander Holyfield, the star of "True Blood" Joe Manganiello, actor Chris Hemsworth and supermodel Adriana Lima.
IWC’s North American president Gianfranco D’Attis, actor Matthew Fox, boxer Larry Holmes, boxer Evander Holyfield, model Adriana Lima, IWC CEO Georges Kern, actor Joe Mangianello, Miya Ali (daughter of Muhammad), and actor Chris Hemsworth officially open the boutique
The event attracted the attention of not only the star guests, but a new timepiece Big Pilot's Watch Edition Muhammad Ali, released in honor of the collaboration of IWC and Muhammad Ali Foundation. A unique novelty is created in a limited edition - only 250 instances and will be available exclusively on the U.S. market.
The interior of the new boutique is made in the style typical for IWC. Every twist in store opens for the visitor a new and wonderful world of watches IWC. Front space of the boutique is designed like a two-storey living room, complemented by full windows on both sides and an extensive 70-foot built-in lacquered bookcase with a large hanging origami - boat in the center, which is reminiscent of the successful voyages of IWC. The whole room is equipped with small great places for rest and numerous book shelves with books about sailing, boating and regattas.
IWC CEO Georges Kern and Howard Bingham, Muhammad Ali’s personal photo biographer and lifelong friend, with his Big Pilot Ali Edition
Opposite the bookcase there are displayed products, confirming the participation of the Italian shoemaker Santoni in the manufacture of straps for watches IWC.
Outside the room, the visitor enters the "pilot's" room, from the ceiling of which hang large models of the aircrafts and simulator for those who want to try their hand at flying. A mannequin adorns the wall of the pilot room, on the shelves and tables are neatly stacked pilot's jackets and other accessories. Directly in front of the living room into a transparent container filled with water is submerged a diver's watch of the brand.
And on the second floor of the boutique is a rest room, which is exhibited on the walls of an exclusive exhibition of photographs from the book GOAT-Greatest of All Time, devoted to the life of Muhammad Ali.
The Big Pilot Watch Edition Muhammad Ali, limited to 250 pieces, bears the official logo of Ali’s 70th birthday on its back
But Muhammad Ali watch, as expected, is based on the pilot model of 1940 release, which is characterized by matte black dial and the arrow-shaped index at the 12 o'clock position. Time indexes and hands are coated with luminous material Super-LumiNova in bright red, in honor of Ali, who often wore red boxing gloves. The inner side of a black alligator strap is also painted red. On the back side is engraved with the official logo of Muhammad Ali's 70th birthday. A month later, the exclusive novelty will be put up for auction and all proceeds will go to the Muhammad Ali Center, and the portion of the proceeds from sales will be used to support athletes for charitable purposes.
Official website of IWC watches.
Written by Lucy Vuiton
