Boutique Paris

Location: Paris

Task:Design Development and Construction Document

Collaboration: IWC Store Planning Department


Rue de la Paix in Paris is considered a symbol of French luxury. For centuries, this has been the heart of luxury watchmaking in France. Today, this exclusive address is also home to IWC Schaffhausen's first Paris boutique.

To architecturally capture IWC's unique blend of tradition and innovation, MACH created a modern, masculine and minimalist ambience that harmonizes with its historic surroundings. Chrome, brushed metal and wood reflect the tradition, craftsmanship and materials behind every IWC creation.

Masterpieces of watchmaking, such as the tourbillon, are presented disassembled, showcasing their highly complex individual parts. On the other hand, the IWC Portugieser watches are showcased in a spacious lounge. Here, the timepieces inspired by Portuguese seafaring history are displayed side by side with handcrafted yacht models - an unobtrusive but effective way of transporting the imagination from the right bank of the Seine to the shores of the Azores.

To convey a sense of the vastness and complexity of IWC's visions, a mezzanine floor was designed as a viewing level. From there, customers can get a bird's-eye view of IWC models and let their eyes wander over the individual exhibition worlds, where the soul of each watch family is expressed.