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IWC Schaffhausen inaugurates its boutique at Etihad Towers in Abu Dhabi

Swiss watch manufacturer IWC Schaffhausen has opened the doors of a new boutique in Abu Dhabi.

In August this year, IWC opened a new boutique in Abu Dhabi’s luxury shopping destination, Avenue at Etihad Towers. Transforming the skyline of the United Arab Emirates capital, Etihad Towers is an awe inspiring landmark on the famed Abu Dhabi Corniche and an ideal home for the new IWC boutique.

Etihad Towers, Abu Dhabi, home of the IWC Boutique.(PHOTOPRESS/IWC/Copyright Avenue at Etihad Towers)

Abu Dhabi is one of the most exclusive destinations for up-market holidaymakers and offers a wealth of shopping opportunities for even the most discerning clientele. Furthermore, various museums, exhibitions and high-class sport events, like the Formula 1 Etihad Airways Abu Dhabi Grand Prix, make the city a cultural hot spot in the region.

True to its corporate identity, IWC has created a homogeneous ambience that unites the distinctive architecture and styling of the watch families. Superbly designed by IWC’s in-house architects, the boutique is fitted out with sumptuous dark woods and exquisite materials. These create an elegant but welcoming atmosphere in all areas of the store and invite customers to discover IWC’s watchmaking heritage and six fascinating product worlds.

IWC Boutique in Avenue at Etihad Towers, Abu Dhabi. (PHOTOPRESS/IWC/Ayaad Damouni)

Guests entering the boutique are greeted by an eye-catching façade of shiny, black glass. This gives way to a series of stunning window displays showcasing the magnificent Portuguese collection and legendary Pilot’s Watch family. In pride of place is the exclusive and completely overhauled TOP GUN line, which spearheaded the relaunch of the Pilot’s Watch family at the SIHH in Geneva earlier this year.

The grand inaugural event was held on 05 November 2012 in the presence of His Excellency Nasser Al-Nowais, Chairman of AMS (Aswaq Management & Services), who joined the inauguration event together with Hannes Pantli, Member of the Board of Directors of IWC Schaffhausen, and Maxime Ferté, IWC Brand Director for the Middle East.

Inauguration of the new IWC Boutique at Etihad Towers, Abu Dhabi: Maxime Ferte, IWC Brand Director for the Middle East (L), His Excellency Nasser Al-Nowais, Chairman of AMS, (M) and Hannes Pantli, Member of the Board of Directors of IWC Schaffhausen (R). (PHOTOPRESS/IWC SCHAFFHAUSEN)

After the ribbon-cutting ceremony, guests were issued with an exclusive invitation to discover the universes of the IWC watch families in their new setting.

To celebrate the opening of the new boutique, an exclusive presentation of IWC’s most complicated mechanical timepiece, the Portuguese Sidé- rale Scafusia (Ref. 5041), was held in Jumeirah at Etihad Towers for the guests in attendance.

The IWC Boutique Abu Dhabi also features other exclusive timepieces such as the Portuguese Tourbillon Mystère Rétrograde (Ref.5044) which is equipped with the IWC 51900 calibre. Its retrograde date display is an original complication and together with the flying tourbillon at “12 o’clock” an optical highlight. Apart from the full collection, the new boutique in Avenue at Etihad Towers offers a range of watches exclusively available in IWC boutiques.

IWC Boutique Abu Dhabi, entrance area. (PHOTOPRESS/IWC/Ayaad Damouni)

As the world of IWC comes to life at the UAE capital’s first stand-alone, high-end luxury shopping destination, IWC Schaffhausen continues to enrich its legacy with its ongoing dedication to giving watch aficionados and enthusiasts the ultimate experience in watchmaking and craftsmanship.

Boutique Address

IWC Boutique Abu Dhabi
Avenue at Etihad Towers
Podium 1, Tower 3
Abu Dhabi, United Arab Emirates
Tel. +971 (0)2 681 65 65

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