Schaffhausen, 15 December 2016 – IWC Schaffhausen has opened a new boutique in St. Moritz in the Upper Engadine. From now on, guests from every corner of the globe who descend on the world- famous spa and holiday resort can discover the Swiss luxury watch manufacturer’s haute horlogerie collection. It is no coincidence that IWC chose St. Moritz as the loca- tion for its seventh boutique in Switzerland: “St. Moritz has a name and cachet that go well beyond the country’s borders and is one of the world’s top destinations. This constellation gives us a unique opportunity to present our products to a dynamic target group from all over the world with an active interest in sport”, explains Linus Fuchs, IWC Managing Director Switzerland. Situated at 1 856 metres above sea level, the resort is one of the world’s best-known holiday resorts and has already hosted the Winter Olympic Games twice. AN INVITING ALPINE ATMOSPHERE The new boutique is located at Via Maistra 17, in the centre of St. Moritz. Covering an area of around 40 square metres, it welcomes visitors with an interior in a classic, luxurious IWC design featuring dark wood, glass and natural stone. The design reflects IWC’s aspirations to combine precision engineering with a finely developed sense of aesthetics. The open fire and a ceiling fresco by Italian artist Luca Pancrazzi provide eye-catching highlights. Visitors have the opportunity to discover the entire collection, consisting of IWC’s Pilot’s Watch, Portugieser, Ingenieur, Aquatimer, Portofino and Da Vinci families. Likewise available in St. Moritz are the special limited editions, which can be found exclusively at IWC boutiques. The store is managed by Bucherer, an IWC retail partner for many years and one of Switzerland’s leading watch and jewellery specialists.