Swiss watchmaker IWC Schaffhausen, in partnership with its Netherlands retail partner Gassan, has just opened a pop-up store at Amsterdam Airport Schiphol.

The new pop-up, located in Lounge 2 of the non-Schengen area, is the first in the world with a fully dedicated concept celebrating the brand’s 150th anniversary.

The 139sq m space covers two floors and features a library, a lounge area and a bar where visitors can enjoy a drink, upon invitation. Guests can also discover an exclusive selection from IWC’s six product families: Pilot’s Watches, Portugieser, Portofino, Aquatimer, Ingenieur and Da Vinci.

“Our pop-up store in Amsterdam Airport Schiphol is dedicated to the inspirational story of our founder, whose entrepreneurial spirit and tireless quest for engineering excellence have shaped IWC. It lets visitors travel back in time to the early days of our company and experience some of our most iconic timepieces in an open and welcoming atmosphere.”

Edwin de Vries, Brand Director, IWC Schaffhausen Benelux & Scandinavia

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