February 23, 2016, Shanghai - Swiss watchmaker IWC recently unveiled its new flagship store in Shanghai's central business district, Nanjing West Road, to reinterpret more than 140 years of Schaffhausen's legacy Tabulation tradition. As the famous "China Commercial Street", the history of Nanjing West Road can be traced back to 1860, a large number of Shanghai historic buildings and top luxury stores adjacent to each other, in the classical and modern modern interpretation of the charming unique feelings. The new flagship store of IWC is located on a historic, old-fashioned building in Nanjing West Road. The brick-red facade depicts the vicissitudes of life while the floor-to-ceiling windows surrounding the shop are brightly lit and revealing classic elegance and simplicity. In concert with the extraordinary tolerance. Chinese and Western elegant bearing Inheriting 100 years of excellence in watchmaking from IWC, the new flagship store covering more than 150 square meters combines classic elegance and modern elegance with design elements that have a chic appeal in detail. Open the textured glass door, guests immersed in IWC's timeless mansion: the overall design draws on the Western Art Deco architectural style, clever use of line decoration and geometric patterns in the white and black Marble floor. The wall design is simple and elegant atmosphere, the main colors are black and white and complemented by vintage dark brown wooden cabinet, while the decoration of Chinese and American crystal chandeliers make the whole space dignified and elegant. In the store interior design, the brand and Chinese and Western style into the Chinese wooden window pattern elements, gold and brown mirror glass and chic vase and other decorative items are decorated with exquisite bronze color lines, filling the inclusive Shanghai style . Wrist collection noble presentation Divided by different thematic areas, the Nanjing West Road flagship store cleverly presents a full range of timepieces from Pilots, Portugal, Engineers, Portofino and Ocean Timepieces, and weaves a IWC journey. The four corners of the in-store entrance hall each feature an advanced infra-red watch cabinet. When the guest approaches the counter, the watch displayed rotates 360 degrees in all directions. Walk in the shop, guests can enjoy the Schaffhausen from the wrist Pierre products, and can be rich through the collection of items to experience the luxury watchmaking ancient and modern times: the pilot watch area shows a large number of decoration with flying elements Display, like a pilots watch extraordinary historical biography; Portugal elegant classic decoration, watch cabinet at the same time shows the five classic movement, crafted micro-mechanical perfect embodiment of the brand outstanding to Zhen craft; The Portofino area, on the west side of the shop, is uniquely styled with the exception of the movie lights in the corner of the corner, which seem to be the witness of the indissoluble bond between IWC and the film. Fine collages like every inch of film are finally conceived as classic works that can be inherited. On the other hand, marine timepieces are decorated with exquisite coral specimens so that guests can immerse themselves in a mysterious and fascinating underwater world. Caring service enjoy time The store has VIP exclusive space and exclusive recreational areas, caring senior watch consultants and professional watch repair service, more distinguished guests to bring you to feel at home shopping experience. VIP enjoy the privacy of space is even more intimate design, the glass curtains on both sides of the closure, the VIP can be an independent enclosed space for negotiations, and the curtains with a sense of scientific and technological one-way perspective glass makes the guests in private space Also feel the spacious sense of space, enjoy the admiration of the times with the purchase of watch experience. The exclusive recreational area full of flying elements combines the vintage elements and mechanical texture, exuding the simple and elegant style of the 1930s. Guests can relax in the meantime, leisurely enjoy the books on the vintage leather sofa masterpiece, as if through the time and space and explore the mysteries of the centuries-old brand history. IWC Shanghai Nanjing West Road flagship store Shanghai No. 1181 Nanjing West Road Tel: (021) 62418507