Lewis Hamilton’s Mercedes F1 car is on display at IWC’s new flagship boutique in Dubai

It’s been only a few days since the 2022 edition of Watches and Wonders concluded in Geneva, with plenty of novelties showcased by some of the world’s leading watchmakers.

Among them was IWC, which dedicated this year to its Pilot’s watch collection. They showcased two new ceramic Top Gun Pilot Chronographs as well as new Pilot’s Watch Chronograph 41 Top Gun Ceratanium.

Closer home, here in the UAE, IWC have opened up a new flagship boutique at the Dubai Mall.

It is the first IWC store in the world devoted entirely to the Big Pilot collection and includes an interactive journey through the brand’s watchmaking universe.

But the star attraction of the 313 sq m boutique is the Mercedes-AMG F1 W12 E Performance Formula One racing car that IWC brand ambassador Lewis Hamilton drove last year.

Over the course of the 2022 season, visitors to the boutique can also undertake a special F1 augmented reality experience.

On display are industrial-style shipping containers for a design code that traces the path of the Big Pilot watch. The watches themselves are placed in glassless display cases to offer a more tactile product experience.

The central exhibition area of the boutique celebrates features the Mercedes F1 car. The watchmaker recently extended its multi-year partnership with the Mercedes-AMG Petronas Formula One Team which won the Constructors’ championship last year.

Within the boutique, there is also a Big Pilot Café. The Engineering Wall meanwhile showcases the craftsmanship that goes into fine watchmaking. A broadcasting studio too has also been built into the boutique and is where IWC specialists will offer clients their expertise on the latest timepieces for their own collections.

Visitors can also visit the 360° VIP cinema lounge where apart from watching all the latest collection, they can also watch Formula One races and take a guided virtual tour through the IWC manufacturing center.