IWC Schaffhausen opens its first US Flagship Boutique in New York City

On 25 April 2012, Swiss luxury watch manufacturer IWC Schaffhausen celebrated the opening of its first US Flagship Boutique in New York City – the largest of its kind worldwide. IWC marked this new milestone with the launch of the Big Pilot’s Watch Edition Muhammad Ali – limited to 250 pieces and designated as a US exclusive.

IWC Flagship Boutique New York City: facade (PHOTOPRESS/IWC)
IWC Flagship Boutique New York City: facade (PHOTOPRESS/IWC)

The glamorous event at Manhattan’s new Madison Avenue hotspot attracted high profile guests, including actor Matthew Fox and model Adriana Lima.

NEW YORK, NY - APRIL 25:  (L-R) North American President for IWC Schaffhausen Gianfranco D'Attis, Matthew Fox, Larry Holmes, Evander Holyfield, Adriana Lima, CEO of IWC Schaffhausen Georges Kern, Joe Manganiello, Miya Ali and Chris Hemswort attend the IWC Flagship Boutique New York City Grand Opening at IWC Boutique on April 25, 2012 in New York City.   (PHOTOPRESS/IWC/Larry Busacca)
NEW YORK, NY – APRIL 25: (L-R) North American President for IWC Schaffhausen Gianfranco D’Attis, Matthew Fox, Larry Holmes, Evander Holyfield, Adriana Lima, CEO of IWC Schaffhausen Georges Kern, Joe Manganiello, Miya Ali and Chris Hemswort attend the IWC Flagship Boutique New York City Grand Opening at IWC Boutique on April 25, 2012 in New York City. (PHOTOPRESS/IWC/Larry Busacca)

The opening featured an exhibition of the work of famed photographer Howard Bingham, a lifetime friend of Muhammad Ali, who recorded Ali’s career on camera.

The dimensions of IWC’s first US Flagship Boutique match their cosmopolitan surroundings. Over an impressive shop floor of more than 3,000 square feet, the unique interior design sets off the company’s watch families, continuing IWC’s rich narrative tradition in emotive settings that reflect their individual character.

IWC Flagship Boutique New York City: Ingenieur area. (PHOTOPRESS/IWC)
IWC Flagship Boutique New York City: Ingenieur area. (PHOTOPRESS/IWC)

Famous guests such as actor and Friend of the Brand Matthew Fox, models Adriana Lima and Karolina Kurkova, and former boxing heavyweight champion Evander Holyfield followed IWC’s invitation to join the grand opening of the company’s new milestone.

To highlight its homecoming in the year of the Pilot’s Watches, IWC has launched an extraordinary watch, limited to 250 pieces and dedicated to the legendary Muhammad Ali, who has gained global acclaim for his amazing career and lifetime achievements both in and outside the ring.

NEW YORK, NY - APRIL 25:  IWC North American President Gianfranco D'Attis, Howard Bingham, Miya Ali, IWC CEO Georges Kern, and Thomas Hauser attend the IWC Flagship Boutique New York City Grand Opening at IWC Boutique on April 25, 2012 in New York City.   (PHOTOPRESS/IWC/Larry Busacca)
NEW YORK, NY – APRIL 25: IWC North American President Gianfranco D’Attis, Howard Bingham, Miya Ali, IWC CEO Georges Kern, and Thomas Hauser attend the IWC Flagship Boutique New York City Grand Opening at IWC Boutique on April 25, 2012 in New York City. (PHOTOPRESS/IWC/Larry Busacca)

Rounding off the impressive guest list were Thomas Hauser, who portrayed The GreatestTM* in his biography “Muhammad Ali: His Life and Times” and boxing legend Larry Holmes, one of Ali’s sparring partners and favorite opponents. Muhammad Ali’s daughter Miya represented him on the occasion of the Flagship Boutique opening.

* Muhammad Ali and associated brand names are trademarks of Muhammad Ali Enterprises LLC© MAE LLC.