Retail is moving in a new direction – away from pure sales and towards a world of experience. At the IWC Racing Works Boutique on Zurich’s Bahnhofstrasse, IWC invites customers to experience the brand in the «Atelier». With a fasci-nating array of interactive options, customers are, on the one hand, surprised and entertained, and on the other, they learn about the history and manufac-ture of IWC timepieces. The IWC Racing Works Boutique is the first in a series of themed flagship bou-tiques around the world.
The «Atelier» on the lower level of the boutique establishes an important link to the IWC watchmaking process. The centerpiece is the interactive Surveillance Wall, which can be explored via the Mission Control Panel. Here, visitors gain fascinating insights into the manufacturing process of IWC. In addition, a watchmaker on site can inspect the customer’s watch with the Cyberloupe, which projects the inner workings in real time onto the Surveillance Wall.