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Swiss luxury watchmaker IWC has created an immersive pop-up in Liverpool ONE made from specially converted shipping containers.
It will give watch lovers a chance to find out more about the heritage of the brand, the latest references in its iconic Big Pilot’s collection, and hear more about the stunning pieces owned by some of the brand’s most famous fans, including F1 champion Lewis Hamilton.
The pop-up includes interactive videos of Hamilton talking about his own IWC collection and why he chooses specific pieces – and visitors will then be able to get a feel for those watches on their own wrists either in person or via a virtual try-on.
Hamilton features on a video Talent Wall inside the booth as one of six well-known faces telling inspirational stories of how the Big Pilot’s watch has accompanied them on their journey to success.
IWC’s roadshow has arrived in Paradise Place in partnership with David M Robinson in Liverpool ONE, as part of a UK tour. The jeweller and luxury watch specialist – the only retailer in the city to sell the brand – hosted a private invitation-only event for clients on Tuesday evening.
Founded back in the mid-1800s, IWC’s links to aviation date back to the early days of the brand. Its Big Pilot’s collection dates back WWII, when it was worn by the RAF, and has been supplied to air forces around the world ever since.
Alongside its watchmaking heritage, IWC is also at the forefront of amazing watch technology, pushing the boundaries to create really intricate intelligent watch movements, which visitors to the roadshow can experience for themselves.
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