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Photoessay: IWC BOUTIQUE in SINGAPORE

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  • Photoessay: IWC BOUTIQUE in SINGAPORE

    A Visit to the IWC Boutique Singapore
    (c) Decksurgeon 2009

    ===============================================


    International Watch Company is synonymous with Probus Scafusia which means "Good, solid craftsmanship from Schaffhausen". Collectors and owners of IWC timepieces emanating from the house of Schaffhausen will always be enthralled with the strengths of the IWC brand and what it represents.

    IWC watches have this air of a gentleman's atmosphere, distinct restraint and calm.
    They are never loud and 'in your face' but inversely have a tendency towards the understatement. Combined with the high watchmakers art and complex technology the brand has become a personal favorite and many other fans would no doubt agree to this.

    The fortunate opportunity to travel has brought me into contact with many IWC boutiques all over the world. Boutique Schaffhausen, Istanbul, Macau, Dubai, Hong Kong and even our neighbor Kuala Lumpur - Now perhaps I need not travel anymore!! We are blessed today with an IWC Boutique in Singapore. It is situated in the island's latest premier shopping mall ION Orchard (on the second floor).

    The original birth of the IWC boutique design was tasked to a chap called Guy Bove. Like the founder of IWC, Mr Bove is an American and spent his childhood between Switzerland and the USA. He studied in the Art Center in California but grew up near Geneva. Mr Bove is also graced with an engineering degree and this provides any designer with a balance to the technical side of a project.

    When he joined IWC in 2002, Guy was tasked to overhaul the pilot's watches and come up with a new design for the DaVinci. Both product identities now are stronger and unmistakable. This is the purest truth and outcome in any product design! His other task was also to give the IWC boutiques its distinctive look. The original look of the old boutique concept was very classy but industrial in nature, plenty of glass, polished aluminum and white surfaces. This older design was sometimes though of as too 'cold & clinical'.

    Present day, Guy has left IWC but his hallmarks of exceptional talent and design vision would continue to live on and are improved upon. The second generation boutiques of IWC have changes to them to make them more warm, more inviting and not so 'cold clinical'. I spoke with Alexandra Weis from IWC that is the Trade and Marketing Project Manager that is responsible for the look and feel of all the new generation boutiques today. She works in close collaboration with the Chief design Architect of IWC (Christoph Grainger) to bring you the new boutiques with what Alexandra describes as "a woman's touch" - The new generation boutiques are still as sharp and smart but with the inclusiveness of "welcoming warmth" factor.

    When you walk into a IWC Boutique (any boutique worldwide actually) there are two things that strike you:

    (1) The luxurious ambience - (in the older generation boutiques black, white and grey, latest generation adds brown warm shades) restricts itself to the essential and underlines the engineering-related character of the brand.

    (2) The clear and technically elegant design - emphasizes the high quality standards of IWC.

    The interiors of these boutiques were all created at the IWC Creative Center in Schaffhausen. The showcase utilizes materials such as polished stainless steel, brushed aluminum and black/brown color elements. All these themes are based directly on IWC’s watch designs. Every attention is given to fine detailing and craftsmanship. The ambient finishes add a layer of luxurious warmth to the spatial experience. In the Singapore boutique a large open lounge with low display tables marks the highlight of this distinctive boutique. The display furniture is executed in glass, steel. Tinted wood furniture is complemented by smoked oak flooring and brown brushed timber wall paneling.

    Patrons of IWC who wish to combine the purchase of their timepiece with a maximum of brand identity can make close contact with the Schaffhausen masterpieces at any IWC boutique worldwide. No boutique would be complete without a comprehensive collection of IWC watches and boutique exclusives that collectors vie for with great determination and grit.

    All the boutiques have themes that unify the brand experience and align the customer experience to a consistent level of par-excellence. Every single boutique that I have personally visited exudes a level of service that is consistent with expectations.

    With this opening of a boutique shop in Singapore, the boutique can perhaps also serve as a location for exclusive IWC events in the future. I won't let the cat out of the bag too much........ but over lunch at the Rhine falls not too long ago with the man himself - expect soon a visit from the "Einstein of Schaffhausen" to Singapore.


    Enjoy the photoessay :-)








    The Entrance into the IWC Boutique Singapore


    Clean cut displays of Polished Stainless Steel and Glass


    From the entrance the "Lounge" area is on the right and separated by the open black bookshelf


    A Display in the center of the boutique showcases the IWC Vintage Collection in Platinum


    Tables are leather covered and the object seen is actually a mirror on the reverse so that you can view how watches look like on your wrist


    When you walk into the boutique and look to your left you will see this section of the boutique.
    The 2 display cases on either side now showcase some pieces from the IWC museum collection.
    In the future these display cases will showcase the new IWC Aquatimer collection.
    The boutique is not 100% and the blank wall above the showcases will be mounted with large scale working models of IWC movements in the future.


    Legendary IWC watches on loan from the Museum: IWC for Porsche, DaVinci Perpetual Calendar, IWC Il Destriero Scafusia grande Complication, Original handwound Portuguese watches.








    Overview of the main section of the Boutique viewed from the Lounge Section


  • #2
    One for the collectors.....IWC umbrellas!





    A close up view of the shelf that separates the main section of th boutique from the "Lounge" section


    The Lounge.................


    Overview of the lounge seciton.
    The 2 chairs that are side-by-side will be replaced in the future with a coutch.
    *Boutique opening was brought forward in Singapore so what you see in all the pictures are not 100% complete in certain areas


    The Lounge section featues specific displays that have items and materials related to an individual IWC range.


    Ample reading material is avaliable for the collector or any enthusiast to learn more about the brand
    The most facinating book is the hardcover on the Grande Complication
    You may also purchase this book from the IWC website


    Another item for the insane collector......IWC Champagne glasses complete with IWC leather coasters!








    Another view of the Lounge area this time facing the entrance

    Comment


    • #3
      The warm brown inlays of the wooden panels are imported from Switzerland for this section of the Boutique.
      You would find the same unified theme & concept in the new Flagship Hong Kong boutique of IWC also



      A fine selection of IWC Ingenieur watches on display


      This section of the display in the Lounge is attibuted to Leonardo DaVinci.






      The textures, elements and depth of the boutique make for great Black & White Photography.
      Enjoy the last few shots :-)






      And finally, the next best thing after visiting a IWC Boutique would be the logical step of visitng the IWC factory and IWC museum in Schaffhausen Switzerland. If you thought that the boutique experience was stunning, viewing the factory and actual manufacture would be the epitome of the relationship of discovery with the brand.



      IWC Schaffhausen & Probus Scafusia!

      Comment


      • #4
        Nice photos!!!

        Honestly, nothing special about the boutique in anyway... look more like a showflat than a shop... in fact some showflats are nicer.... I hope they can offer more discounts than our ADs... I think I am just dreaming....

        Comment


        • #5
          Bro you did it again! Nice photos!
          PAM 233K :woohoo:
          IWC BP 5004 :D
          Explorer II Z Series white dial :yay:
          Casio Pro Trek :appluse:

          One last one: JLC Tribute to Polaris 68 re-edition

          Comment


          • #6

            Comment


            • #7
              Great post! Thks for sharing
              运筹帷幄 决胜千里

              Comment


              • #8
                i heard someone mentioned that theres a very pretty OL at IWC boutique...any peeks
                I dont need another watch, I dont need another watch, I dont need another watch, I dont need another watch.........

                Comment


                • #9
                  Woo hoo.. a beauty!!

                  Bro, any idea how much is the umbrella?? Can buy or not ah?? hahah Looks big enough for my golfing use.. ;O

                  Desired horologes ...

                  - IWC Portuguese Automatic
                  - GMT II
                  - GMT IIc TT
                  - Reverso Squadra Hometime (7008620)/ Reverso Squadra
                  - Master Eight Days (1608420)
                  - U1
                  - IWC Aquatimer

                  An exquisite timepiece, brings timeless memories and precious moments...

                  Comment


                  • #10
                    Unfortunately, you wont get more discounts at the boutique.
                    this is a boutique - usually it is FULL price for everything...just like the AP boutique or any other boutique from any brand.

                    I think there is some leeway for discounts because this is asia, but it will be never as much as the dealers. there is a reason for this: the brand principal must protect all their dealers with respect to pricing.
                    You dont expect Pirelli to suppy to Ah-seng tire shop and then Pirelli themselves undersell the price to kill the Ah seng dealer? no way. Good proper pple do not do business like that.

                    With regards to "boutique only" and special items - absolutely Zero discount. this is common practice....dont think of getting out outside the boutique as the brand may choose not to supply to anyone except at the boutique. another common brand practice from watches to bags etc etc

                    actually, i wont be too engrossed with the discount structure and squeezing every cent out from the retail point. cos that is not what horology is about.
                    life is not about $$$ all the time.

                    and fianlly, sorry but i have no pics of the staff in the boutique - too busy soaking up the horological delights of the new Boutique that is a first for IWC in Singapore.perhaps you could take a trip down to view the boutique and its delights for yourself?

                    happy browsing :-)

                    Comment


                    • #11
                      I heard there is another coming up at the IR... bigger too...


                      Originally posted by decksurgeon View Post
                      Unfortunately, you wont get more discounts at the boutique.
                      this is a boutique - usually it is FULL price for everything...just like the AP boutique or any other boutique from any brand.

                      I think there is some leeway for discounts because this is asia, but it will be never as much as the dealers. there is a reason for this: the brand principal must protect all their dealers with respect to pricing.
                      You dont expect Pirelli to suppy to Ah-seng tire shop and then Pirelli themselves undersell the price to kill the Ah seng dealer? no way. Good proper pple do not do business like that.

                      With regards to "boutique only" and special items - absolutely Zero discount. this is common practice....dont think of getting out outside the boutique as the brand may choose not to supply to anyone except at the boutique. another common brand practice from watches to bags etc etc

                      actually, i wont be too engrossed with the discount structure and squeezing every cent out from the retail point. cos that is not what horology is about.
                      life is not about $$$ all the time.

                      and fianlly, sorry but i have no pics of the staff in the boutique - too busy soaking up the horological delights of the new Boutique that is a first for IWC in Singapore.perhaps you could take a trip down to view the boutique and its delights for yourself?

                      happy browsing :-)

                      Comment


                      • #12
                        that would be very exciting! cos then there will be a possiblity of FBI= flagship boutique items.....basically merchandise like flight jackets, flippers and the golfing umbrella

                        Comment


                        • #13
                          I love this ad the best!!!!




                          Comment


                          • #14
                            141 years. This is one really cool tagline.
                            I own a Rolex !

                            Comment


                            • #15
                              Maybe you're a right, horology is about life is not about $$$ all the time... but as a buyer myself, I will look for the best discount in town... maybe I will go there see see look look or maybe even touch touch... but look only if price no cheaper... just feel sorry for the staff working there if they are based on commission payroll...and the rent is not cheap also...

                              Originally posted by decksurgeon View Post
                              Unfortunately, you wont get more discounts at the boutique.
                              this is a boutique - usually it is FULL price for everything...just like the AP boutique or any other boutique from any brand.

                              I think there is some leeway for discounts because this is asia, but it will be never as much as the dealers. there is a reason for this: the brand principal must protect all their dealers with respect to pricing.
                              You dont expect Pirelli to suppy to Ah-seng tire shop and then Pirelli themselves undersell the price to kill the Ah seng dealer? no way. Good proper pple do not do business like that.

                              With regards to "boutique only" and special items - absolutely Zero discount. this is common practice....dont think of getting out outside the boutique as the brand may choose not to supply to anyone except at the boutique. another common brand practice from watches to bags etc etc

                              actually, i wont be too engrossed with the discount structure and squeezing every cent out from the retail point. cos that is not what horology is about.
                              life is not about $$$ all the time.

                              and fianlly, sorry but i have no pics of the staff in the boutique - too busy soaking up the horological delights of the new Boutique that is a first for IWC in Singapore.perhaps you could take a trip down to view the boutique and its delights for yourself?

                              happy browsing :-)

                              Comment

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