IWC Schaffhausen’s new Boston boutique. Photos: Chris Coe
Just a few days ago, and partly as a nod to its storied history, IWC Schaffhausen unveiled its first boutique in Boston, the city where it all began. Located on Newbury Street, adjacent to the picturesque Boston Public Garden, the new boutique space not only joins a fledgling thriving boutique economy there, but also, and maybe more importantly, serves as a homage to the brand’s founder, Florentine Ariosto Jones, who embarked on a journey from Boston to Switzerland in 1868 to create the “International Watch Company.”
The new IWC boutique encapsulates a unique blend of modern aesthetics and industrial design, reflecting both the innovative spirit of Boston and IWC’s rich heritage. Visitors are welcomed into a thoughtfully crafted environment featuring striking black oak floors, expansive glass displays, and an “Engineering Wall” that provides an insider’s view of the meticulous watchmaking process.
IWC Schaffhausen’s new Boston boutique just opened last week. Photo: Chris Coe.
The boutique is designed to foster exploration and appreciation of horology. Upon entering, visitors encounter a spacious lounge area where they can relax and soak in the ambience, underscored by the motto “Imagined in Boston. Created in Schaffhausen.” This sentiment highlights IWC’s dual heritage, bridging its American roots with Swiss craftsmanship.
The “Engineering Wall” stands as a testament to IWC’s watchmaking expertise, offering insights into the complexities of movement manufacturing and case creation. Guests can engage with the intricate processes behind IWC’s signature pieces, including the iconic Pilot’s Watches and the elegant Portugieser collection.
During the boutique’s opening phases, a curated exhibition showcases early IWC-manufactured movements and pocket watches from the IWC Museum in Schaffhausen. This unique display not only highlights Jones’ pioneering industrial methods but also includes rare pieces such as a women’s pocket watch movement from 1875 and American-market adaptations of Hunter pocket watches.
The opening of the IWC Boston boutique signals a nod to the brand’s past, as well as acknowledging the up-and-coming luxury shopping area on Newbury Street. Photo: Chris Coe.
These artifacts provide a captivating glimpse into the evolution of IWC’s craftsmanship and design philosophy, embodying the brand’s commitment to blending tradition with innovation.
Additionally, as one of America’s oldest and culturally rich cities, Boston’s dynamic landscape is an ideal setting for IWC’s return. Home to world-renowned universities and cutting-edge research institutes, the city embodies the ethos of progress and innovation, qualities that resonate with IWC’s commitment to engineering excellence.
Chris Grainger-Herr, CEO of IWC Schaffhausen, expressed the brand’s enthusiasm about returning to its roots: “Our history and heritage have always been integral to our identity as a watchmaker. The new boutique perfectly represents who we are and how Jones’ unique engineering approach continues to shape us today.”
