Something for your wrist; something for the road. HAUS — IWC Schaffhausen and Mercedes-Benz’s new joint retail concept — finds home in the midst of the hustle and bustle of Queen’s Road Central, Hong Kong.
This is not a new meeting of the minds. IWC Schaffhausen and Mercedes-Benz’s relationship can be traced back seventeen years to 2004, when the former IWC became a partner of Mercedes-AMG; a relationship developed even further when IWC signed on as the ‘Official Engineering Partner’ of the Mercedes-AMG Petronas Motorsport Formula One team in 2013.
HAUS — the German word for ‘house’ — pays homage to IWC Schaffhausen’s Swiss and Mercedes-Benz’s German heritage; a home and commonground connecting the two brands’ fastidious love for engineering and precision. The ground floor of this sprawling 5,000 square-foot, two-story storefront is a retail lounge and showroom, while the upper level opens up into a cafe restaurant with a rotating menu featuring the best and the brightest from Hong Kong’s dining scene — its current patrons are Between Coffee.
“With HAUS, we have created a unique space for watchmaking and car enthusiasts,” said Peter Lao, IWC Managing Director Hong Kong, Macau & Taiwan. “Our concept store is a platform that fosters creativity through different events, a welcoming space where members can meet, share ideas and connect.”
Stars of the showroom currently are the IWC Big Pilot’s Watch and the Mercedes-Benz G-Class. Both with iconographic status within their respective brands. Both with humble, utilitarian origins that, through the years; the improvements; the engineered tweaks became embodiments of a similar cue for luxury.
To existing owners of an IWC watch or Mercedes-Benz vehicle: You qualify for the HAUS membership programme. Lucky you! The range of benefits for HAUS members include invitations to bi-weekly events and birthday privileges — simply apply for a virtual membership card with your watch’s serial number or car’s number plate.
HAUS is open from 11am to 7pm, Monday to Saturday at Shop 38 & 40, G/F, 48 Queen’s Road Central, Central, Hong Kong, +852 2598 7080