IWC Portuguese Minute Repeater Red Gold (IW5242-02)

WORLDTEMPUS - 1 May 2012

With wonderful positioning on the northeast corner of Madison Avenue and 54th Street, the world's first IWC boutique officially celebrated its opening on April 25 with much fanfare. In attendance, and assisting CEO Georges Kern with the ribbon-cutting, were North American brand president Gianfranco D'Attis and celebrity friends including "Lost" star Matthew Fox, retired boxer Larry Holmes, retired boxer Evander Holyfield, "True Blood" star Joe Manganiello, title actor of "Thor" Chris Hemsworth, and supermodel Adriana Lima among others.
 
The star-studded event was made all the more exciting thanks to the launch of the new Big Pilot's Watch Edition Muhammad Ali to mark the milestone of the opening and to celebrate the brand's relationship with the Muhammad Ali Foundation. The timepiece has been created in a limited edition of 250 pieces and is exclusive to the U.S. market.

 
Like everything this brand does, IWC did this just right. It is perhaps the most brand-identifiable watch boutique I have ever stepped foot in. IWC watch lovers will never want to leave the 3,000-square-foot space, as with each turn there is something fascinating and amazing to explore; even those who are not yet familiar with the brand will be enamored. The lobby space is designed in a floor-to-ceiling, two-story, living-room look - complete with full windows on two sides and an expansive 70-foot, built-in black lacquer book case - with a huge center hanging of an origami-like sailboat (reminiscent of IWC's sailing commitments). This expansive area contains a wonderfully comfortable oversized seating formation, and the shelves are lined with sailing books. If you make yourself comfortable here, you may not want to leave.
Opposite this wall is a free-standing display of IWC's involvement with Santoni, the famed Italian shoemaker, who also makes special straps for the brand. Venturing from the impressive living room, past a counter complete with additional sports equipment, one moves into the "pilot's lounge," which is appointed with large model planes hanging from the ceiling and a flight simulator for those who wanting try a hand at piloting. Additionally, an entire mannequin dressed in a flight suit adorns another wall, while pilot jackets and other paraphernalia are magnificently stacked on shelves and tables.

Immediately prior to entering the pilot's lounge one encounters a wonderful water-filled closet that houses the brand's dive watches. Finally, the upstairs is a chic, elegant balcony-style sitting room that looks out over the living room setting beneath. In this area, the brand pays tribute to Muhammad Ali with an exclusive exhibition of photographs lining the walls that are taken from the "GOAT -Greatest of All Time" book concerning Ali's life. On display and premiering here are 12 black and white photographs taken by Howard Bingham, Ali's personal photo biographer. The photographs will be on display until the end of May, after which it is presumed that this space will become the setting for other "traveling" and exhibitions.
Walking through this boutique is like moving through IWC's watch families and collections, though spiced with a perfect blend of lifestyle and excellence befitting the Schaffhausen-based brand.
Kern said, "The opening of this flagship boutique in New York City is very special for us. It not only reflects our unique identity and provides an exceptional customer experience, it also marks a return to our American heritage." In fact, IWC was founded by American Florentine Ariosto Jones in 1868 as International Watch Company in Schaffhausen, Switzerland.

The Muhammad Ali timepiece is, as one would expect, based on a pilot's watch from the 1940s. It features a matt black dial and an arrowhead index at 12 o'clock. The bold luminescent numerals and hands are highlighted with signal-red Super-LumiNova in tribute to Ali, who often wore red boxing gloves. Red is also the color of choice for the inside of the black alligator strap. The watch's case back bears the official logo of Muhammad Ali's 70th birthday. One month ago, IWC auctioned a unique version of the exclusive edition, with the entire proceeds going to the Muhammad Ali Center. Additionally, a portion of the proceeds of sales of the limited edition will be used to support the Sportsman of the Century's charitable causes.