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August 2, 2013 Comments (0) Views: 52 Fashion

Selfridges IWC Concept Store

Watchmaker Florentine Ariosto Jones founded IWC in 1868 with a clear focus on timepiece technology and development. Today, the Swiss company crafts luxury watches that blur the boundaries between technological innovation and exclusive design, all built on a passion for lasting excellence.

Luxury Swiss watchmakers IWC Schaffhausen took over The Concept Store at Selfridges London from June 24, with a ‘performance engineering’ Mercedes AMG Petronas themed two week pop-up exhibition. Special guests at the  launch event included Lewis Hamilton and IWC CEO Georges Kern, to present the new Mercedes AMG Petronas car simulator and exhibition.

Celebrating the complete remodelling of its 2013 Ingenieur watch collection as well as the UK unveiling of the Constant Force Tourbillon timepiece, this innovative exhibition gives you an exclusive behind-the-scenes glimpse into the synergies between motor racing and watch making and is the first time the whole collection has been on display in the UK.

If you’re in or around the capital it’s well worth a visit to go and enjoy IWC’s virtual wind tunnel and simulator experience, exclusively in The Concept Store, Selfridges Oxford Street.

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