WATCH OUT, L.A.: IWC Schaffhausen opened a 450-square-foot store last month on Brighton Way in Beverly Hills, neighboring Cartier. The store is the Compagnie Financière Richemont-owned watch brand’s 24th globally and second in the U.S. after the first debuted at the Palazzo Resort Hotel Casino in Las Vegas last year.

Designed by IWC’s in-house team, the Beverly Hills location’s color palette is dominated by gray, white, black and beige, and furniture was crafted in Switzerland with elements such as polished stainless steel and brushed aluminum that link to the watches. A picture of watchmaker Kurt Klaus adorns the rear wall next to a display of the six-watch IWC vintage collection marking the brand’s 140th anniversary. The exterior boasts a multilevel granite storefront. Watches range roughly from $3,000 to $100,000.

IWC declined to disclose first-year sales projections for the Beverly Hills store, but Benoit de Clerck, president of IWC North America, expects it to be among the top-performing IWC stores in the world.

“I firmly believe that the brand will continue to experience strong results, especially in Beverly Hills,” he said.


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