IWC: Fast cars, iconic watches and celebrities 🎥
WHERE TO MEET Shortly before the Abu Dhabi Formula One Grand Prix, IWC brand ambassador and F1 crack Lewis Hamilton and ex-F1 driver David Coulthard visited IWC Schaffhausen's flagship boutique in the Dubai Mall.
Even before the motorsport elite gather for the final F1 race of the season at the Yas Marina Circuit in Abu Dhabi, IWC Schaffhausen invited brand ambassador Lewis Hamilton for a tour of Dubai. Hamilton's driver and companion was none other than Alexandra Hirschi, known to many car enthusiasts worldwide as Supercar Blondie.
On the famous Sheikh Zayed Road, they passed several of the city's landmarks and discussed the cosmopolitan city's relationship with automobiles and culture. At the Dubai Mall, Hamilton was welcomed to the flagship boutique by IWC CEO Chris Grainger in a green polo shirt and former F1 star and brand ambassador David Coulthard.
Joint development of the watches
In the entrance hall, seven-time F1 World Champion Hamilton was paired with the Mercedes-AMG W12 E Performance F1 model he competed in during the 2021 season. At the Engineering Wall, the group examined a selection of iconic watches that IWC has developed together with its long-time motorsport partner.
Interactive services in a new way
IWC's new retail concept is designed to blur the traditional boundaries between a physical store and a digital experience. Interactive services allow visitors to immerse themselves in the IWC universe in a new way.
The first of these boutiques opened in Zurich in September 2020. Dubai followed, and just a few weeks ago the third boutique started operations at Taikoo Hui Mall in Shanghai.
