IWC Schaffhausen Opens Redesigned Watch Boutique On Rodeo Drive

BEVERLY HILLS, CA — Swiss watchmaker IWC Schaffhausen celebrated the opening of its renovated Rodeo Drive boutique on Thursday.

Actors Simu Liu, Aaron Paul, Damson Idris, Casey Affleck and fashion designer Greg Lauren were among the guests at the event, held at IWC's newly reimagined space at 329 N. Rodeo Dr.

IWC opened its first U.S. location in Beverly Hills on Brighton Way in 2008 and moved to the Rodeo Drive location in 2015. The space was recently renovated with what the company calls a "loft-like" style.

“We are thrilled to welcome clients and visitors alike back into our flagship boutique on Rodeo Drive. With our American roots, it holds a special place in our hearts. The redesigned boutique draws inspiration from American landscapes which is combined with technology and storytelling about our engineering. This interplay reflects our innovative spirit. The relaxed yet sophisticated space allows visitors to fully experience our universe, get inspired, and learn more about the many facets of IWC,” IWC CEO Chris Grainger-Herr said in a statement.

Visitors are welcomed in to the 528-square-foot space with a full-height glass facade. Inside includes multiple installations, including the "engineering wall," which showcases the ceramic process, case production and hand-in movements of the company's watches.

The boutique also includes the company's first-ever permanent "watch spa," which allows clients to see their timepieces get cleared and their accuracy and water-resistance tested.