Swiss luxury watch manufacturer IWC Schaffhausen has opened a boutique at the Siam Paragon shopping centre in Bangkok, Thailand. The boutique is the first in South East Asia to implement a brand-new boutique design concept which features innovative interior design, materials and display arrangements, aimed at providing watch connoisseurs with an even more refined Swiss haute horlogerie experience.
Designed by IWC’s in-house team of architects, the new boutique design concept is a perfect embodiment of the brand’s core values of innovation and engineering excellence. It provides n exceptional and sophisticated setting to showcase the full range of IWC’s haute horlogerie masterpieces, welcoming long-time watch connoisseurs and new admirers alike.
Upon arrival, the striking boutique facade immediately draws visitors in. The unique interior architecture provides the perfect backdrop for the collection, featuring a mix of finely crafted glossy Macassar timber furnishings and lush carpeting, against touches of white and chrome.
Great attention to detail and excellent craftsmanship further emphasize the technical pioneering spirit that IWC is globally renowned for. The Siam Paragon boutique offers ingeniously segmented floor space, perfectly showcasing IWC’s full range of haute horlogerie.
A feature wall unit grounds IWC’s coveted timepieces in the brand’s traditions and adds a sense of depth and history, while a wall console and two library wall showcases provide presentation space for IWC’s six product families, as well as the exclusive collection. A central table in the middle of the boutique, with additional showcases on top, completes this luxurious setting of watch displays.