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