IWC Opens its Flagship Store in Dubai Mall
IWC dedicated this year’s launches to their Big Pilot collection. They introduced two new Ceramic Top Gun Pilot Chronographs (Lake Tahoe and Woodland) and a new Pilot’s chronograph, 41 Top Gun Ceratanium.
IWC launched its first store in the world devoted to the Big Pilot collection. The store is located in Dubai Mall and takes you through an interactive journey of the brand’s watchmaking history. It even features an engineering wall that showcases how different materials are turned into the final watch while also displaying various movements and their function.
As you enter the store, you are greeted by a Mercedes-AMG F1 car piloted by IWC brand ambassador Lewis Hamilton in the 2021 season. The store is designed with a very industrial concept—shipping containers with a design code that refers to the Big Pilot Watch. Watches are placed in a glassless display for a more tactile experience.
There is an interactive screen below the watch cases as well where you can select a model and procure the necessary details about it. Apart from Big Pilot, other models such as the Portofino, Portugieser and Da Vinci, can also be found here.
Also present in this watch boutique is the Big Pilot Cafe. We were treated with a wonderful latte art on my coffee upon showcasing an IWC dial.
Visitors can experience the 360° VIP lounge where you can see the latest collections on screen, watch Formula One races, and take a virtual tour of the IWC manufacturing center.
A broadcasting studio has also been built for clients where IWC specialists can consult with their clients over the internet. It has three cameras, one of which is a camera overlooking the table where you can see the watch in great detail.
Thanks to IWC Arabia and Dubai Watch Union for the invite to come and experience the store.
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