Page 79 - Simply Abu Dhabi Magazine VII

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he brand’s multifaceted watch families and the selected
editions available exclusively from IWC boutiques have found
a new home in the UAE capital’s first stand-alone, high-end
luxury shopping destination, Avenue at Etihad Towers.
The Etihad Towers is an ideal home for the new IWC boutique.
“It’s no coincidence that we chose Avenue at Etihad Towers. It is a
perfect match and positions the brand in an environment as outstanding
and exceptional as our products,” says IWCCEOGeorges Kern. “Abu
Dhabi is already well established as one of the most exclusive
destinations for upmarket holidaymakers and offers a wealth of
shopping opportunities for even the most discerning clientele.
Furthermore, various museums, exhibitions and high class sport events,
like the Formula 1 Etihad Airways Abu Dhabi Grand Prix, make the
city a cultural hot spot in the region.”
Understated luxury
True to its corporate identity, IWC has created a homogeneous
ambience that unites the distinctive architecture and styling of the watch
families. Superbly designed by IWC’s in-house architects, the Avenue
boutique is fitted out with sumptuous dark woods and exquisite
materials. These create an elegant but welcoming atmosphere in all areas
of the store and invite customers to discover IWC’s watchmaking
heritage and six fascinating product worlds.
Guests entering the boutique are greeted by an eye-catching façade of
shiny, black glass. This gives way to a series of stunning window displays
showcasing the magnificent Portuguese collection and legendary Pilot’s
Watch family. In pride of place is the exclusive and completely
overhauled TOP GUN line, which spearheaded the re-launch of the
Pilot’s Watch family at the SIHH in Geneva earlier this year.
A journey through IWC timepieces
Visitors to the boutique embark on a fascinating journey through the
history of aviation and some of its iconic figures with the Pilot’s
The opening of the Abu Dhabi boutique in Avenue at Etihad Towers
marks yet another milestone in IWC Schaffhausen’s ongoing quest to
provide customers, collectors and fans of the brand with the ultimate
watchmaking experience, which is based on a unique combination of
unmatched engineering and technology with outstanding design. This
is underpinned by excellence in every aspect of IWC’s service offering
and set against the impressive backdrop of IWC’s history and heritage.
As IWC Schaffhausen CEO Georges Kern explains: “It’s all about
creating an atmosphere where our customers feel at home and enjoy
the same IWC experience no matter where they visit us. We believe the
setting should reflect the personal relationship between the brand and
our clients and purposely provide several distinct areas within the
boutique that cater for individual preferences.” Judging from reactions
to IWC boutiques worldwide, this mix appears to be a favourable one.