In 2008, IWC opened their first US boutique in Beverly Hills. This boutique was located on Brighton Way next to sister brands Jaeger-LeCoultre & Panerai.
Recently IWC opened their second Flagship 2 story boutique on 329 North Rodeo Drive in Beverly Hills.
The Rodeo Drive Boutique will celebrate IWC’s American heritage and passion for and commitment to film. This celebration begins with the architecture – referencing the golden age of Hollywood of the 1920s and 30s through an architectural blend of Art Deco and classic modernism with the distinct air of Hollywood glam. Art Deco detailing, period features and an architecture bathed in light shades and natural light are all reminiscent of the design of classic movie theatres. The interior is a mix of influences from period landmarks and Sunset Boulevard estates. With two floors of dedicated retail space the new boutique will feature an exceptional collection of IWC’s timepieces on the ground level with product families in distinctly decorated areas. The mezzanine level will be a spacious unique themed lounge, featuring a gallery of IWC’s history within the film industry from pictures to props and memorabilia.
To kick of this momentous occasion in time, IWC released a limited edition Big Pilot’s Watch Edition “Boutique Rodeo Drive”(Ref. IW502003)
This watch is limited to 250 pieces for the world and it’s 46 mm in diameter and has a ceramic case with titanium onion styled crown. Th dial is a nice blue with bold Arabic numerals. The movement is the in house caliber 51111 with a power reserve of 7 days. It’s fitted on a black soft strap.
I am not impressed by this watch. For a flagship boutique launch, I feel the creativity and passion behind creating something original and impactful was lacking. A different material other than ceramic could have been used as well as a different strap and more imaginative dial. This where I feel IWC could have gone into the archives and created a real speciality piece that would have blown the doors off of this iconic new boutique!