Swiss luxury watch manufacturer IWC Schaffhausen celebrated the opening of its U.S. flagship boutique at 535 Madison Avenue in Manhattan this week. IWC marked the milestone with the launch of the ''Big Pilot's Watch Edition Muhammad Ali'' limited edition. The opening featured an exhibition of the work of photographer Howard Bingham, a lifetime friend of Ali, who recorded the sportsman's career on camera.
"The opening of this flagship boutique in New York City is very special for us," said IWC's chief executive, Georges Kern. "It not only reflects our unique identity and provides an exceptional customer experience, it also marks a return to our American heritage as our new 'house of stories.' We are looking forward to welcoming our guests at this marvelous location and inviting them to experience IWC's spirit and philosophy."
The IWC boutique spans two floors across 3,000 square feet, with a unique interior design that sets off the company's family of watches. Guests at the opening included, Matthew Fox, Eric Dane and Patrick Dempsey, models Adriana Lima and Karolina Kurkova, and former boxing heavyweight champion Evander Holyfield.