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IWC - Grand opening of Geneva's first watch bar: "Les Aviateurs" by IWC

IWC Grand opening of Geneva's first watch bar: "Les Aviateurs" by IWC

IWC brings Schaffhausen to Geneva by opening an aviator-themed bar in the Globus store.

It was definitely a surprise. The construction work started a couple of months ago, right next to the new IWC boutique in Geneva. All we could see was a hidden facade with a big logo on it of a propeller and a mysterious inscription underneath: “Les Aviateurs” (The Aviators in French).

At first glance, one might imagine a new store selling bomber jackets with shearling collars and accessories that would fit IWC’s pilot look. A tempting idea but the brand managed to dazzle us even more: On Thursday 30th November in partnership with Globus, IWC unveiled its very first watch bar with an interior directly inspired by their aviation heritage. A grand premiere in Geneva.

With fine aged wooden floors, high Parisian ceilings, subtle details of the interior recalling the Big Pilot and the new Mark XVIII and the metal bar counter that looks like the bow of a warship, this sophisticated retro-chic bar with Timothy Oulton signed furniture is a watch addict’s dream come true.

Open from 7am until late, it is the perfect place for a morning coffee, business or watch-related lunch and relaxed after-work drinks. 

The brand

With a clear emphasis on technology and development, IWC Schaffhausen has been manufacturing timepieces of lasting value since 1868. Its philosophy, based on a passion for watchmaking, aims to maintain a spirit of indefatigable initiative and impeccable craftsmanship.

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