Zermatt welcomes an IWC pop-up store

The watch brand's pop-up store has chosen warm tones, plenty of wood, and a design that evokes both innovation and the serenity of the alpine environment in Zermatt. Inspired by the new “Woodland” shade, the brand aimed to reference the attire of elite TOP GUN pilots, as well as vast forested landscapes. The color, introduced in 2022, was developed in collaboration with PANTONE®. Zermatt's pop-up boutique breaks away from the traditional black and white of IWC's temporary stores. Additionally, a friendly bar area will invite visitors to relax while discovering the showcased watch creations. Visitors can try out the latest models from the collection, including the Pilot's Watch Chronograph 41 TOP GUN “Oceana” in blue ceramic, the Pilot's Watch Timezoner TOP GUN Woodland in dark green ceramic, or the Pilot's Watch Chronograph TOP GUN Mojave Desert in sand-colored ceramic. It is with their local partner, Schindler Zermatt, that this boutique has come to life.

Founded in 1868 by American Florentine Ariosto Jones, IWC Schaffhausen is renowned for its elegant and sporty collections, such as the Portugieser and Pilot's Watches. A pioneer in the use of ceramic in watchmaking, it launched in 1986 the Da Vinci Perpetual Calendar Chronograph, the first wristwatch with a case made of zirconium oxide ceramic. IWC has also created a diverse range of ceramic colors, such as white, blue, and green, by blending zirconium oxide with other metal oxide, requiring precise manufacturing adjustments for each shade. Committed to sustainable high-end watchmaking, IWC stands out with innovative materials like colored ceramic and Ceratanium®.

The Zermatt pop-up store will remain open until the end of October 2024.