Leading luxury watch brand IWC Schaffhausen today celebrated the opening of their new state of the art boutique in Rotterdam. This marks the first boutique in Europe receiving the “updated” architectural concept from the Swiss luxury watch manufacturer, with a fully immersive environment centering around its most iconic product lines and highlighting key aspects such as the brand’s engineering and materials competence.

Visitors will be able to discover IWC’s luxury watch collections, from their iconic Big Pilot watches and recent colored ceramics collection to the classic Portugieser watches, providing the modern-day watch-wearer with timeless style, advanced mechanics, and unparalleled technology. The boutique will be operated in collaboration with Schaap en Citroen Juweliers, a national household name within the Dutch jewellery and watch industry for more than 130 years.


Located on Kruiskade 61 with an area of 124 m2, the store has several special features. All watch displays in the boutique feature touchscreen technology, giving visitors access to a broad range of information about the timepieces including product history, technical specifications, and customization possibilities. Visitors can learn more about the brand’s unique material expertise, IWC-manufactured movements, and complications. To emphasize the storytelling of IWC’s DNA, an engineering wall features different material cases and IWC movement components installed on the ground floor. In the private lounge on the mezzanine, visitors can find a vitrine for high end pieces. 

IWC looks forward to sharing the brand’s history and introducing its collection to the Rotterdam community and beyond through their latest in-person shopping experience.

The central Rotterdam location has been carefully chosen with the expectation that the Kruiskade will play a prominent role for international luxury brands and retailers within a few years. We are proud that IWC can play a pioneering role in this and expand to the fast-growing city with a unique concept that creates an intelligent connection between the retail and digital worlds.

“With this new boutique we wanted to convert IWC brand DNA into an architectural expression. Clean lines, strong contrasts and engineered textures are perfectly balanced with welcoming conversational zones. It is with great excitement that IWC Schaffhausen has opened this new boutique which delivers new retail and digital experiences, allowing visitors to engage with our product or get inspired by our stories.” – Christian Knoop, Creative Director of IWC Schaffhausen

The opening will be celebrated via a festive in store ceremony and after party on December 1st. Christian Knoop, IWC Chief Design Director will be “cutting the ribbon” and providing first hand insights on IWC’s new design philosophy and vision.