IWC Schaffhausen and Mercedes-Benz Open “HAUS”, a unique concept store in Hong Kong.
IWC Schaffhausen announces the opening of HAUS. The Swiss luxury brand’s first-ever concept store has been created in partnership with Mercedes-Benz Hong Kong and will deliver a unique customer experience. In addition to a contemporary showroom and retail lounge, HAUS features a bar and restaurant curated by Tatler Dining Kitchen and a membership program with many exclusive benefits for members.
Initially, the concept store will focus on IWC’s Big Pilot’s Watch and the Mercedes-Benz G-Class, two of the most recognisable icons from both brands. IWC Schaffhausen and Mercedes-Benz have enjoyed a successful partnership for many years. They first joined forces in 2004, when IWC became a partner of Mercedes- AMG, the high-performance brand of Mercedes-Benz. In 2013, IWC became the “Official Engineering Partner” of the Mercedes-AMG Petronas Motorsport Formula One team.
By opening their first concept store in Hong Kong, both brands are now taking their partnership to the next level. Named after the German word for “house”, the concept is a nod to the origins and legendary engineering spirit that both the Swiss luxury watch manufacturer and the German automotive brand share.
The showroom, where visitors can experience an exquisite choice of mechanical timepieces from IWC and a varied selection of Mercedes cars, is furnished in the style of an exclusive clubhouse. A highlight at HAUS is also the glamorous bar and restaurant on the first floor, where visitors can enjoy a drink or dinner. The culinary offer is curated by Tatler Dining Kitchen exclusively for HAUS and will feature some of the best cafe and restaurant operators from the Hong Kong area.
IWC and Mercedes will also offer a membership program for HAUS. Owners of an IWC watch or a Mercedes car can apply for a membership by specifying their watch’s serial number or their car’s number plate. Members will have access to a wide range of benefits. For example, they will be able to attend exclusive bi-weekly lifestyle events, receive special benefits on HAUS food and beverages, and enjoy birthday privileges or priority table bookings for Tatler Dining Kitchen events. Members can discover all the benefits and events at a dedicated website and through the virtual membership card.