It's About Time

For those who appreciate the art of precision watchmaking, July will be the month they train their eyes on the clock; counting down to the opening of Swiss brand IWC Schaffhausen's flagship boutique at Singapore's iconic ION Orchard mall.

Issue: Jul 2009

Swiss brand IWC Schaffhausen's first flagship boutique in ION Orchard
It is said that Time is a dressmaker specialising in alteration. And it is certainly time for a change in the Asian experience of acquiring luxury timepieces. The hearts of watch aficionados will skip a beat when they learn that there will soon be a cluster of high-end watch stores in Singapore.

In conjunction with the launch of the prestigious new ION Orchard, International Watch Co. (IWC) Schaffhausen will be opening their first flagship boutique in Singapore alongside other internationally renowned luxury brands.

Old Time Favourite

favourites [Left] Aquatimer Deep Two in stainless steel and rubber strap, retails at S$23,700 [Right] Portuguese Automatic in rose gold, retails S$29,900
A favourite with watch collectors the world over, the Swiss watch manufacturer has been creating distinctive timepieces since 1868. IWC has 21 boutiques worldwide, and the introduction of this stand-alone store is part of their strategy to create a unique brand experience globally, where people can come together to discover IWC and understand the history behind the brand.

According to Georges Kern, CEO of IWC Schaffhausen, the opening of the new IWC boutique in Singapore "sets the cornerstone in IWCs next generation of boutiques and heralds a compelling strategic opportunity by bringing the manufacturer closer to watch enthusiasts in this part of the world."

A Signature Home

Promising a unique shopping experience for those with discerning taste, the boutique was conceptualised and designed fully in-house by IWC's team of architects and designers to reflect the iconic status of its home at the ION Orchard, as well as the company's commitment to quality craftsmanship.

Just slightly bigger than a raquetball court (over 1,000 sq ft), the boutique is decked out in their signature black and white. The main showroom's facade features flamed and brushed granite, framed with brushed metal and dark chrome elements. The distinctive combination of polished and brushed metals screams understated luxury. Just like their watches, the emphasis is on fine detailing. Ambient finishes add a layer of luxury and warmth to the opulent nest.

"Attracting the world's leading luxury watchmakers to bring their unique designs and concepts to Singapore was an important part of ION Orchard's leasing strategy," said Soon Su Lin, chief executive of Orchard Turn Developments, the developer of ION Orchard.

Crown Collection

Some of the things that watch connoisseurs can look forward to include the introduction of the new Aquatimer collection. Recently announced after the unveiling of a new partnership in support of environmental and marine conservation, it explores the mysterious underwater world with a series of robust diving watches, amongst them being the highly anticipated Aquatimer Chronograph Edition Galapagos Islands.

Big Pilot's Watch in stainless steel, retails at S$21,400
The classic 2002 Big Pilot's Watch is also poised to make its mark here. One of IWC's flagship models, its 51111 calibre - one of the largest automatic movements in the world - contains all the features that their watches are renowned for and is expected to do well in the Asian market.

Andreas Boesch, general manager of IWC's South East Asia division said, "Many tourists from the region can be expected to buy watches at the new boutique, as Singapore is the de facto watch hub for the region."

When it opens on July 21, the IWC boutique will house a comprehensive collection of timepieces, offer high quality service and give chronoheads a unique adventure.


#02-06, ION Orchard, 2 Orchard Turn Singapore

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