Boutique Paris

Location: Paris

Task: Design Development and Construction Document

Collaboration: IWC Store Planning Department


Rue de la Paix in Paris is an emblem of French luxury. For centuries, it has been the centre of luxury watchmaking in France. Today, this elegant street is also home to IWC’s first Parisian boutique.

To capture IWC’s unique blend of heritage and innovation, we helped create a modern, masculine and minimalist interior in harmony with its historic surroundings. Chrome, brushed metal and wood were used to reflect the solid tradition, craft and materials behind IWC’s imaginative creations.

Elsewhere, IWC’s milestones in watchmaking, such as the tourbillon, were displayed using deconstructed masterpieces. While a spacious lounge was used to present the brand’s Portuguese watches. Inspired by the seafaring history of Portugal, the timepieces were shown alongside handmade models of yachts; a simple but powerful way to transport the imagination from the Right Bank to the sea banks of the Azores.

To give visitors a sense of IWC’s breadth of vision, a mezzanine floor was turned into an observation area. From there, guests could enjoy a bird’s eye view of IWC’s family of watches, and the unique world’s devised to encapsulate their souls.