The Playbook For The Modern Man

IWC Schaffhausen Opens First Australian Boutique In Melbourne

A new home for fine Swiss watching.

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Fans of fine Swiss watchmaking will no longer need to venture far with the opening of Australia’s first ever IWC Schaffhausen boutique.

The store located at 360 Collins Street will showcase IWC’s latest timepieces and astute technical ingenuity to the public. The prime location however is something that will truly make a statement for the brand in the local market.

“Selecting Collins Street in Melbourne as a location for our first IWC Schaffhausen Boutique in Australia was a logical decision,” says Brand Director of IWC Schaffhausen for Australia and New Zealand, Florian Gutsmiedl.


“With a large number of leading luxury brands already established on this luxury shopping street and nearby arcades attracting many tourists, the location is culturally appealing for high end shopping. With IWC Schaffhausen’s strong position in the Australian market, 360 Collins offers a home that truly reflects the status of the IWC brand.”

The boutique features strikingly elegant interior and exterior facades which are designed to maximise exposure to the brand. This means a blend of masculine tones and dark wood accents which work well with IWC’s watchmaking aesthetic.

Now the only thing we’re missing is a dedicated IWC whisky bar.

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    There are some attention-grabbing points in time in this article however I don’t know if I see all of them heart to heart. There may be some validity however I will take hold opinion until I look into it further. Good article , thanks and we would like extra! Added to FeedBurner as nicely


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