We don’t typically cover boutique openings here, but IWC Schaffhausen pulled out all the stops this past weekend to celebrate the grand re-opening of its iconic Rodeo Drive boutique in Beverly Hills. The star-studded affair attracted a constellation of celebrities, including American actors Simu Liu, Aaron Paul, Damson Idris, Casey Affleck, and fashion designer Greg Lauren, who gathered to toast to this new chapter in the brand’s history.
The evening brought together celebs and watch lovers who could immerse themselves in IWC’s innovative spirit, craftsmanship, and engineering expertise. A highlight of the event was the exclusive showcase of one-of-a-kind timepieces created specifically for the occasion. Moreover, the IWC Museum in Schaffhausen, Switzerland, shipped over a few exceptional pieces like the IWC Il Destriero Scafusia Edition 125 Years IWC from 1993 and the IWC Portugieser Tourbillon Mystère Squelette from 2008 — straight from the museum’s safe.
The boutique, located at 329 North Rodeo Drive, has undergone a complete transformation, from its full-height façade to every meticulous detail inside. It now boasts a loft-inspired design, offering visitors and clients an inviting space to explore the universe of IWC and gain insights into the craftsmanship behind its legendary timepieces.
Among the store’s standout features are the XPL installation, which showcases a Shock Absorber exhibition piece, a heritage exhibition display, a lifestyle and custom studio, and an in-house watch spa service. The space captures the essence of American culture while reflecting IWC’s rich heritage.
IWC opened its first Beverly Hills boutique in 2008. This event marked a significant milestone for the Swiss luxury watch manufacturer, which was founded by American engineer and watchmaker Florentine Ariosto Jones 155 years ago. Initially situated on Brighton Way, the boutique later moved to Rodeo Drive in 2015. The reopening of the Rodeo Drive boutique is part of a global initiative to create flagship stores with distinctive features. This specific boutique pays homage to IWC’s expertise in case materials, recently enriched with a range of colored ceramics inspired by American landscapes, including the Mojave Desert, Lake Tahoe, and Woodland Forests.
The newly renovated boutique, designed in a loft-like style, features a full-height glass façade that beckons visitors inside. Encompassing 528 square feet, the boutique boasts the XPL installation, a heritage exhibition display, and an engineering wall, which educates visitors about the ceramic process, case production, and hand-in movements. The reopening also celebrates the Pilot’s Watch collection with a historical timepiece display.
The boutique’s color scheme, blending natural materials and earthy hues with modern elements, emphasizes IWC’s colored ceramics. Two boutique lounges, inspired by the colors “Mojave Desert” and “PANTONE® Ceratanium®,” are equipped for live streaming events, virtual manufactory tours, meetings, and private events. A wooden staircase and wall and ceiling paneling connect the two floors, creating a welcoming atmosphere.
On the ground floor, the lifestyle and custom studio offers displays showcasing strap options for the Pilot’s Watch, Portugieser, and Portofino collections. Another display presents a colorful variety of dials for the newly introduced Portugieser 3716 Individualization Service, available exclusively at IWC flagship boutiques. On the second floor, visitors can witness the brand’s commitment to excellence with a permanently installed watch spa. This service allows clients to see their timepieces cleaned and undergo tests for accuracy and water resistance. Additionally, the spa features an embossing machine and accommodates exploded movement calibers, offering a unique insight into IWC’s product complexity and craftsmanship.
The Rodeo Drive flagship boutique is IWC’s fourth new-generation flagship boutique worldwide, following recent openings in Washington, D.C., Hudson Yard, New York, and Short Hills, New Jersey. Each boutique carries its own distinct features and pays homage to IWC’s legacy, and the Rodeo Drive location is a testament to the brand’s American roots and unwavering commitment to luxury craftsmanship.