IWC opens bar in Geneva

Swiss luxury watch-maker IWC Schaffhausen has recently opened a bar at its store in Geneva. The bar is run through an alliance with Globus, one of Switzerland’s highest-end department stores, whose entrance is smack-dab between the IWC shop and the bar. The bar’s decor features metal-riveted leather sofas, old-fashioned light bulbs, lots of brass and an oversize IWC clock in the corner.

The 149-year-old brand, owned by Richemont, has been making pilot’s watches since the mid-1930s, and its lineup now includes the Spitfire and Top Gun.

Swiss watchmakers are experimenting with new ways of attracting clients and one way they do it is to try to sell experiences rather than just products.

IWC new bar in Geneva ‘Les Aviateurs’