IWC's new Milan boutique

An unusual concept for IWC's new flagship shop in Milan.

Via Montenapoleone 21 is the new location of the Milan boutique of IWCwith a renewed concept. The Maison's new lounge focuses on an immediately familiar and cosy ambience, for a warm and relaxed shopping experience. Inside, the colour palette plays on the brand's signature colours of black and white, creating a space in which luxurious technical materials are mixed in a blend of contemporaneity and elegance.

The shop window and interior redefine traditional retail areas, where customers can discover the brand's various collections. A full-wall video wall immerses customers in the world of IWC and narrates the details of its watches. The models on display are enhanced and highlighted by bright walls contrasting with the dark tones of the floors and ceilings and the transparencies of the materials.

A lounge area allows visitors to relax and enjoy maximum comfort: an elegant lounge where exclusive activities and meetings can be organised. The new location offers customers the chance to discover watches dedicated exclusively to the monobrand boutiques and the new collections, from the sporty Pilot to the classic Portugieser and the elegant Portofino.

The Maison also announced the opening of its new boutique in Rome, at Via del Babuino 95, opened together with an exceptional partner, Hausmann & Co.

Among IWC's latest additions is the Big Pilot's Watch 43 Tourbillon Markus Bühler, the successor to the 2008 Big Pilot's Watch Edition Markus Bühler. It is a model inspired by a one-off created by Markus Bühler (currently Associate Director of Watch & Movement Assembly) for a competition in the final year of his training as a watchmaker at IWC.

In this edition, the peculiar turbine of an aircraft is integrated into a flying tourbillon. A real challenge in terms of design and workmanship. Limited to 51 pieces, the new version of the 'Markus Bühler' watch has a platinum case, a shiny black dial and a black Cordovan leather strap (price: €136,000).

Markus Bühler