Calling all horologists and motorheads: IWC Schaffhausen and Mercedes-Benz Hong Kong have joined hands to open their first concept store, HAUS. 

Located in the bustling heart of Central, the concept store will feature brand icons IWC’s Big Pilot’s Watch and the Mercedes-Benz G-Class. 

The partnership

This collaboration is not a first. The partnership between IWC and Mercedes-Benz dates back to 2004, when IWC became a partner of Mercedes-Benz’s high-performance brand Mercedes- AMG. The partnership was taken to the next level nine years later when IWC was named “Official Engineering Partner” of the Mercedes-AMG Petronas Motorsport Formula One team.

HAUS 

As visitors step foot into the 5000 sq ft concept store, they will find themselves in a contemporary showroom and retail lounge where a variety of IWC timepieces and Mercedes cars will be displayed. For those who fancy a drink, a restaurant and bar is located on the first floor featuring local café and restaurant operators.

HAUS pays homage to the legacy and fine craftsmanship of both luxury giants by placing a focus on the IWC Big Pilot’s Watch and the Mercedes Benz G-Class. Although both products are now instantly recognisable brand icons, their designs were actually solely based on practicality: Big Pilot’s Watch was inspired by a simple but robust observation watch from the 1940s, while the main purpose of the G-Class was to attain adaptability off-road. 

“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.”

Peter Lao, IWC Managing Director Hong Kong, Macau & Taiwan

What’s more, all IWC watch and Mercedes car owners are eligible for a HAUS membership. Upon receiving a virtual membership card, members will be able to access benefits such as bi-weekly lifestyle events, birthday privileges and priority table bookings for dining events. To apply, each owner must provide details of their watch’s serial number or their car’s number plate.

HAUS is located in Shop 38 & 40, G/F, 48 Queen’s Road Central, Central, Hong Kong. For more information, visit the HAUS official website.

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