Simu Liu, Aaron Paul, & Damson Idris Party With IWC On Rodeo Drive
There is no address with more clout for a global luxury brand than Rodeo Drive, the iconic shopping boulevard in the tony Los Angeles enclave of Beverly Hills. Following an extensive renovation, IWC reopened its flagship Rodeo Drive boutique with a star-studded invite list. In addition to IWC top brass, attendees included Simu Liu, the star of Marvel’s Shang-Chi and the Legend of the Ten Rings, Kim’s Convenience, and a 2022 Book For Men cover, Breaking Bad’s Aaron Paul, and Snowfall star Damson Idris, among many other famous faces.
Featuring a brand new full-height façade and a loft-inspired style, the boutique invites visitors to experience the IWC universe, from a heritage exhibition display to an installation featuring IWC’s advanced XPL Shock Absorber to an in-house “watch spa” service. Back in 2008, IWC Schaffhausen opened its first US boutique nearby, marking an important milestone for the 155-year-old Swiss luxury watch brand which was founded by American watchmaker Florentine Ariosto Jones. Each of IWC’s global flagships is dedicated to a different aspect of the brand’s savoir-faire, and in the case of Rodeo Drive, it’s the new range of colored ceramics inspired by American landscapes like the Mojave Desert, Lake Tahoe, and the woodland forests of the American west.
IWC Rodeo Drive Boutique Reopening
Raymond Lee
IWC Rodeo Drive Boutique Reopening
Greg Lauren
IWC Rodeo Drive Boutique Reopening
Casey Affleck
IWC Rodeo Drive Boutique Reopening
Simu Liu
IWC Rodeo Drive Boutique Reopening
Aaron Paul
IWC Rodeo Drive Boutique Reopening
Damien Idris
IWC on Rodeo Drive
IWC on Rodeo Drive
Simu Liu made a grand entrance in the IWC Portugieser Hand-Wound Tourbillon, one of the most exclusive pieces in the IWC catalogue, with a case made from 18 ct. Armor Gold. Aaron Paul, who attended with his wife Lauren, wore the IWC Portugieser Annual Calendar IW503502. The pair were seen chatting it up with actor-director Casey Affleck, who wore the new IWC Ingenieur Automatic 40. Damson Idris, meanwhile, sported the understated Portofino Perpetual Calendar in stainless steel. Also on display were historic IWC watches on loan from the IWC Museum in Schaffhausen, including the collectible IWC Il Destriero Scafusia Edition 125 Years from 1993 and an extremely rare IWC Portugieser Tourbillon Mystère Squelette from 2008.
“We are thrilled to welcome clients and visitors alike back into our flagship boutique on Rodeo Drive,” said Christoph Grainger-Herr, CEO of IWC Schaffhausen. “The redesigned boutique draws inspiration from American landscapes combined with technology and storytelling about our engineering. The relaxed yet sophisticated space allows visitors to fully experience our universe, get inspired, and learn more about the many facets of IWC.”
The ground floor of the new boutique includes a strap studio display offering an overview of the strap options for the Pilot’s Watch, Portugieser, and Portofino collections. Another area nearby showcases a colourful variety of dials available for the newly introduced Portugieser 3716, which can be customized here and at other IWC flagship boutiques. On the second floor, the Rodeo Drive flagship boasts the world’s first IWC “watch spa,” which allows clients to see their timepieces as they are cleaned and tested for accuracy and water-resistance. For any IWC owners in the neighbourhood of Beverly Hills, it’s one of several good reasons to spend some time in the brand’s newest flagship boutique.
