Flagship Boutique Hong Kong

Location: Hong Kong

Task: Design Development and Construction Document

Collaboration: IWC Store Planning Department

Light Planning: XAL, Zürich


Taking watch collectors on a voyage of discovery was the goal when we developed the world’s first flagship boutique for legendary Swiss watchmaker. To reflect the unique personality and history of IWC time pieces, the brand created emotive spaces for its main watch families. For example, IWC Pilot’s watches were showcased in ‘The Aviator’s Lounge’, a masculine area inspired by an elegant officers’ mess.

As well as capturing the spirit of each watch collection, these distinct zones created an exciting experience for customers that reinforced IWC’s position as a pioneering brand with real sense of adventure. The use of quality materials such as chrome-plated brass, grey-smoked mirrors and Macassar laminate together with precision craftsmanship were in harmony with IWC’s own rigorous approach to design.