Swiss Watch Maker Opens Bar With $26 CocktailsBy
Geneva bar is next to watch shop selling pilot’s watches
Brand joins trend to package luxury goods as experiences
IWC Schaffhausen has become one of the first Swiss watchmakers to have its own bar.
Next door to a new IWC boutique in Geneva selling five-figure timepieces, watch aficionados can plunk down 26 francs ($26) for a cocktail melange of lavender syrup, Perrier-Jouet Champagne and Aviation American gin at Les Aviateurs, which is reminiscent of a gentleman’s club.
The bar, which opened Saturday, is run through an alliance with Globus, one of Switzerland’s highest-end department stores, whose entrance is smack-dab between the IWC shop and the bar. The bar’s decor features metal-riveted leather sofas, old-fashioned light bulbs, lots of brass and an oversize IWC clock in the corner. The 149-year-old brand, owned by Richemont, has been making pilot’s watches since the mid-1930s, and its lineup now includes the Spitfire and Top Gun.
Swiss watchmakers are experimenting with new ways of attracting clients amid a glut of timepieces, and one way they do it is to try to sell experiences rather than just products.
A friendly tip from behind the bar: before asking for a free drink with your watch purchase, talk to the salespeople next door.