The new IWC booth at SIHH is striking; the architect called it an example of "classical modernism" -- just like the new Portuguese collection. But what early viewers failed to realize --it's a recreation of the design of IWC's new manufacturing facility, currently being built in Merishausertal on the outskirts of Schaffhausen!
Here are some quick iPhone snapshots I took today, which shows this hopefully more clearly.
Thanks Michael for this teaser...
Agree, striking, look very classy. Cool that it's mimicking the design of new plant.
See you Tuesday!
/Anders
Classic elegance just like the Portugieser line.
Very elegant. Looking forward meeting you all
Can't wait to have a sip of something cold with the most of you there !
Looks pretty amazing alright. Can't wait to get there. See you all in a few days.
Cheers,
Jarrod
Amazing indeed Michael. We saw some drawings of the new building a few months ago and this booth seems to capture that spirit very well!
Very cool idea building a booth like the new manufacturing facility.
Cheers Chris
nice watch
Spot on Bill - the stand was pure class, and much better than the last few years' "themed" layouts in my humble opinion.
