IWC Opens NYC Flagship With Muhammad Ali Tribute

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(L-R) North American President for IWC Schaffhausen Gianfranco D’Attis, Matthew Fox, Larry Holmes, Evander Holyfield, Adriana Lima, CEO of IWC Schaffhausen Georges Kern, Joe Manganiello, Miya Ali, Chris Hemsworth

IWC Schaffhausen has officially opened its first New York City flagship, which also owns the distinction of being the largest of its kind worldwide. The milestone was marked with a glitzy soiree and the launch of the Big Pilot’s Watch Edition Muhammad Ali.

The ribbon-cutting ceremony at Manhattan’s Madison Avenue attracted a deluge of high-profile guests, including ‘Lost’ actor Matthew Fox and lithesome supermodel Adriana Lima. The opening also featured a retrospective of famed photog Howard Bingham, a lifetime friend of Muhammad Ali.

“The opening of this Flagship Boutique in New York City is very special for us,” said IWC CEO Georges Kern. “It not only reflects our unique identity and provides an exceptional customer experience, it also marks a return to our American heritage as our new ‘house of stories.’ We are looking forward to welcoming our guests at this marvelous location and invitingthem to experience IWC’s spirit and philosophy.”

Indeed, the House has come full circle: Florentine Ariosto Jones, the legendary entrepreneur who launched the International Watch Company in 1868, was in fact American. At 3,000 square feet, the new flagship in NYC boasts a plush interior design with dedicated sections to the manufacture’s iconic lines.

In tandem with the launch of the NYC flagship, IWC revealed its latest Big Pilot iteration, the Big Pilot’s Watch Edition Muhammad Ali. Limited to 250 pieces and dedicated to the legendary boxing champ. As a reference to “The Greatest”, who often wore red boxing gloves for his intense matches, the timepiece’s hands and appliqués are highlighted with signal-red Super LumiNova®, which gives the watch a sporty and distinctly masculine feel. The same hue of red is mirrored on the underside of the black alligator leather strap. The caseback also bears the official logo of Muhammad Ali’s 70th birthday.

Just a month ago, IWC auctioned off a unique version of this exclusive edition on behalf of Celebrity Fight Night, donating the entire proceeds to the
Muhammad Ali Center. A portion of the proceeds from sale of this limited edition will be used to support the Sportsman of the Century’s charitable causes.

Watch highlights from the IWC NYC flagship boutique opening in the video below, and scroll through to view more images of the celebs in attendance!


Chris Hemsworth, Channing Tatum, Joe Manganiello


Façade of the IWC Flagship Boutique in New York City


Big Pilot’s Watch Edition Muhammad Ali. Ref. IW500433


Karolina Kurkova, Adriana Lima


Boxer Larry Holmes and actor Joe Manganiello


Matthew Fox


Channing Tatum


Boxer Evander Holyfield