SimplyAbuDhabi VII

7 9 S I M P LY A B U DH A B I T 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 Watches. 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.