Swiss luxury watchmaker IWC Schaffhausen has recently opened its new flagship store at Dubai Mall, the largest shopping destination in the UAE.

With its innovative retail concept, it is the first IWC store in the world devoted entirely to Big Pilot and presents an interactive journey through the brand watchmaking universe.

The star attraction of the store which covers the 313sq m is the Mercedes-AMG F1 W12 E Performance Formula One racing car that IWC brand ambassador Lewis Hamilton drove last year. Over the course of the 2022 season, visitors to the boutique can also undertake a special F1 augmented reality experience.

On display are industrial-style shipping containers for a design code that traces the path of the Big Pilot watch. The watches themselves are placed in glassless display cases to offer a more tactile product experience. The central exhibition area of the boutique celebrates features the Mercedes F1 car. The watchmaker recently extended its multi-year partnership with the Mercedes-AMG Petronas Formula One Team which won the Constructors’ championship last year.

Within the boutique, there is also a Big Pilot Café. The Engineering Wall meanwhile showcases the craftsmanship that goes into fine watchmaking. A broadcasting studio too has also been built into the boutique and is where IWC specialists will offer clients their expertise on the latest timepieces for their own collections.