IWC Opens the First Virtual Boutique
When IWC opened its boutique in Singapore’s ION Orchard mall in 2009, the store was the brand’s first in Southeast Asia. And now the store has just become the world’s first IWC Virtual Boutique. With malls in Singapore shut because of the COVID-19 coronavirus pandemic, as they are almost everywhere else, the IWC boutique has gone online in full and fine form. Also conceived to reach out to a new audience beyond the typical mall goer, the Virtual Boutique replicates the real-life experience in product and layout – though the well-stocked bar remains out of reach – encompassing all six of IWC’s product families. Everything’s included except sitting down for a drink The line-up includes the bestselling Pilot’s Watches and Portugieser, with watches arranged in showcases, with a click bringing them “up close”. And just like in a real store, the boutique’s salespeople are available for live, realtime chats on weekdays from 10 am to 7 pm. Clients can also schedule an appointment with a salesperson in advance. The virtual store, however, is not an e-commerce platform, so purchases cannot be made on it. “At a time where virtual connections are more frequent and accessible than physical ones, visitors can now enjoy the… IWC experience, outside the traditional retail infrastructure,” says Stanislas Rambaud, the brand’s chief in Southeast Asia, adding, “This endeavour also affirms our determination in extending the world of IWC to new friends, while str...
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