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CHICAGO — Watch collectors looking for luxury timepieces will have three new boutiques to shop with the opening of IWC Schaffhausen, Panerai and A. Lange & Söhne in Chicago’s Gold Coast neighborhood.

Located at the Waldorf Astoria Hotel at 11 East Walton Street, Burdeen’s Jewelry, a family-owned Chicago-based jeweler since 1980, will operate the three shops.

The boutiques’ opening marks the first Chicago location for all three brands.

With a mix of tourists and residents, Gold Coast is an ideal location, said Darin Rabb, North American brand president of the Switzerland-based IWC Schaffhausen.

“Having a boutique on Chicago’s coveted Gold Coast Historic District means we get to be in a community filled with customers who are excited to experience our brand and the uniqueness of our boutique,” said Rabb, adding that the store opening marks the brand’s ninth U.S. location.

“We are excited to continue to expand in the United States and look forward to connecting with our local customer,” he said.

Chicago was an obvious destination with a “vast collector culture,” Rabb noted.

IWC Schaffhausen watches start at $4,150, while Panerai watches start at $5,000 and A. Lange & Söhne watches start at $15,500.

“For quite some time, a boutique in Chicago has been at the top of our wish list,” said Rodolfo Chavez, brand president of the Saxony-based A. Lange & Söhne. “We’re delighted we can now offer the community of watch aficionados in the Chicago area a gathering place, where they can enjoy a comprehensive collection of our watches in a harmonious setting.”

Echoing the brand’s strong Chicago client base was Philippe Bonay, U.S. brand president of the Italy-based Panerai.

“Our brand’s long involvement in the city and our incredibly strong local Chicago collector base made this new boutique opportunity a perfect fit as our next key location,” Bonay said.

For A. Lange & Söhne, the store opening will also debut the brand’s new design concept, inspired by the mechanics and design of the watch.

Interior features include polished and beveled pilaster strips that mimic the edges of the plates and bridges of the watch while the varying shades of gold and silver on one wall of the store are inspired by the German silver material used in the movement of the watches.

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