The new IWC Flagship store ocated at 645 Madison Avenue, is designed to be an immersive retail experience, featuring different zones that highlight various aspects of fine watchmaking.

The boutique's design features large floor-to-ceiling windows that seamlessly connect the bustling streets of New York with the refined interior, inviting visitors into a 2,357-square-foot space characterized by a sleek black and white color scheme.

One of the boutique's standout features is the fully transparent watchmaker atelier at the front, allowing visitors to observe the intricate craftsmanship of watchmaking. This open atelier, combined with a product test lab display, creates a dynamic experience that emphasizes meticulous detail and innovative design.