Right in the heart of Zurich’s Bahnhofstrasse, we flipped the script on traditional watchmaking. Welcome to the IWC Racing Works Boutique – not just a store, but an immersive dive into the heart of IWC’s craft, experiencing the variety of IWC manufacturing processes and the job of a watchmaker with multiple interactive options. Here, customers step into the soul of IWC’s artistry, as this isn’t your average boutique. It’s the first of its kind: a global flagship that turns shopping into an adventure. Customers are explorers, delving into the intricacies of watchmaking through a maze of interactive experiences.

Downstairs, the “Atelier” awaits with a fusion of high-tech and luxury. It’s a portal into the IWC world that creates a space for unique and playful interaction. With the latest tech at their fingertips, visitors get a front-row seat to the magic of watch creation within a comfortable and discreet lounge setting. The star of the show? The “Surveillance Wall”, an interactive marvel explored through our “Mission Control Panel.” Imagine live feeds from IWC’s factory stations beaming straight to the boutique. Picture a watchmaker, “cyber loupe” in hand, projecting the delicate dance of gears and springs onto a giant screen. That’s what we’re talking about – an unfiltered, unprecedented peek into the heart of IWC’s craft.

This is where storytelling meets technology, where fascination meets hands-on experience. We’re not just showcasing watches, we’re igniting a passion for watchmaking. Each visitor walks away with more than just information, they carry a piece of the IWC spirit, a newfound respect for the art of watchmaking.