IWC has opened a new concept store in Zurich, Switzerland that celebrates its deep ties to motorsport. Called IWC Racing Works, the store will be the first in a series of themed IWC flagship boutiques, where the company's watches are just one part of the story. The shop will be broken into individual zones like the "Engineering Lab", where you can learn about the brand's technical innovations and the "Customs Studio", an area where owners can customize their timepieces and purchase pieces like exclusive straps made from the Mercedes 300SL's red leather upholstery. There's even a full-on 300SL Gullwing at the back of the store, complete with a VR driving experience and an animated presentation of IWC's racing drivers.
IWC Racing Works
8001 Zurich Zurich