Mono-brand boutiques are continually being built by the world’s top watchmakers – which is a strategy that does not seem to be curtailing anytime soon. One of the most interesting new boutiques is IWC’s recently inaugurated flagship boutique on Rodeo Drive, in Beverly Hills. IWC has had a store on Rodeo since 2008, but this store is much larger – and more extravagant.

Further, the store will celebrate “IWC’s American heritage and its passion for and commitment to film. This celebration begins with the architecture, referen­cing the golden age of Hollywood of the 1920s and 1930s through an architectural blend of art deco and classic modernism and with the distinctive air of Hollywood glamour. Art deco detailing, period features and an architecture bathed both in natural light and light shades are all reminiscent of the design of classic movie theatres. The interior exudes a delightful mix of influences from period landmarks and Sunset Boulevard estates. With two floors of dedicated retail space, the new boutique will feature an exceptional collection of IWC’s timepieces on the ground level with product families in distinctly decorated areas. The mezzanine level is set up as a spacious film­themed lounge, featuring a gallery of IWC’s history in the film industry that comes to life via photographs, props and memorabilia,” according to the company.

This lavish new space features a mix of Macassar wood, polished stainless steel, Nero Seta and Carrara marble as well as luxurious carpets.

To commemorate the upcoming opening of the Rodeo Drive Flagship Boutique, IWC has created the Big Pilot’s Watch Edition “Boutique Rodeo Drive” (Ref. IW502003), limited to 250 pieces worldwide.

The Rodeo Drive boutique is one of three IWC mono-brand boutiques in the United States, including NYC and Miami.

IWC Boutique
329 Rodeo Drive
Beverly Hills, CA 90210