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.

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“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.

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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

Joey Wong
Editor
Constantly in pursuit of a multi-hyphenated career, Joey has written her way through fashion trends, youth culture and luxury retail in New York and Hong Kong. Beyond internet adventures tracking down the perfect vintage find, you can probably catch her sipping on her third oat milk latte of the day in the city’s newest café. She’s currently mourning the loss of TikTok in Hong Kong.