Can luxury watch brands survive on the High Street in an internet age? Maybe so, because there is a real value in physically handling new watches, examining the details on the dial under a loupe and asking various technical questions to a trained staff member. It’s a human thing; we want reassurance that we are making the right decision when spending 20,000 pounds or more on a wristwatch. The best place for Swiss and prestige brands must be wealthy Instagram venues and commercial centres around the world; Dubai, NYC, Antigua, London, Maldives, Monaco, St Petersburg etc. – just follow the money trail.

Here’s some news from IWC who have a new designer shop concept called HAUS. Yeah they fell into that marketing trap of using shouty capitals…wearying.

IWC Schaffhausen is proud to announce 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.

“With HAUS, we have created a unique space for watchmaking and car enthusiasts. Our concept store is a platform that fosters creativity through different events, a welcoming space where members can meet, share ideas and connect. Initially, we will focus on two of the most recognisable models from each brand, the IWC Big Pilot’s Watch and the Mercedes-Benz G-Class, highlighting their shared philosophy and success story”, says Peter Lao, IWC Managing Director Hong Kong, Macau & Taiwan.