The first IWC Schaffhausen’s Flagship Boutique in NYC opened May 6. The event was marked by the launch of the US exclusive and limited to 250 pieces Big Pilot’s Watch Edition Muhammad Ali. The opening took place at the Swiss luxury watch manufacturer’s newest hotspot at 535 Madison Avenue in Manhattan – almost 300 m2 of exquisite furniture where unique interior design sets off the atmosphere of the company “continuing IWC’s rich narrative tradition in emotive settings that reflect their individual character”.
The party was held in the presence of VIP guests and celebrities from all areas of entertainment and society such as model Adriana Lima and actor Matthew Fox. To honor the watch collection named after the greatest professional boxer ever, the attraction at the opening was the exhibition of Howard Bingham, photographer and lifetime friend of Cassius Clay. The centerpiece was the video composition “Howard Bingham – on Muhammad Ali” about the friendship between the athlete and the artist who recorded Ali’s career on camera.
This opening at this specific location means a “go back to the roots” as Florentine Jones, the legendary entrepreneur who launched the IWC – International Watch Company, in 1868, was himself an American.