IWC and Mercedes-Benz open HAUS, a unique concept store in Hong Kong

IWC‘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.

“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.

Both the Big Pilot’s Watch and the G-Class were initially designed almost exclusively according to functional characteristics and requirements. Launched in 2002 with a purely functional design, the Big Pilot’s Watch was inspired by a robust, rugged and highly reliable observation watch from the 1940s. The G-Class was engineered with a focus on maximum off-road capability and versatility.

Both the Big Pilot’s Watch and the G-Class have transcended their humble utilitarian beginnings and attained iconic design status. Today, they are both vastly improved machines with all the latest features one would expect of a high-end sports watch and a high-end offroad car. They are both true to their utilitarian DNA and instantly recognisable design codes, embodying design legacy, popular culture, luxury and lifestyle expression all at once.

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-Benz open new concept, HAUS, in Hong Kong

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. The 5000 sq ft concept store is located in Shop 38 & 40, G/F, 48 Queen’s Road Central, Central, Hong Kong. Customers of IWC Schaffhausen and Mercedes-Benz Hong Kong will enjoy privileged membership benefits.

IWC and Mercedes-Benz open new concept, HAUS, in Hong Kong