A new haven for lovers of watches and sexy whips, HAUS has opened in Central Hong Kong.
We’ve said it before, and we will say it again, we love it when great minds come together. There’s something glorious about watching great brands inspire each other, collaborate on exciting new concepts, and create something that’s more powerful than just the sum of its parts.
Two of the industries that have been most progressive in these marketing cross-overs are the luxury auto and watchmaking sectors, so it should come as no surprise that IWC Schaffhausen has partnered with Mercedes-Benz Hong Kong to open HAUS, its first-ever concept store
HAUS promises to deliver a unique customer experience for fans of both Swiss timepieces and German rides, combining a contemporary showroom and retail lounge, with a bar and restaurant curated by Tatler Dining Kitchen, and an exclusive membership programme.
This isn’t the first time the two brands have tangoed; they first joined forces in 2004, with IWC later becoming the official engineering partner of the Mercedes-AMG Petronas Motorsport Formula One team. Instilling both brands’ philosophies, HAUS, or house in German, has been furnished in a rather brutalist style (think corrugated iron and halogen lights rather than overstuffed chesterfields and whisky decanters) as an exclusive clubhouse, and will initially showcase both IWC’s Big Pilot’s Watch and Mercedes-Benz’s G-Class.
Both the showroom and the first floor’s spartan restaurant and bar, which will be catered by local restaurants and cafes, will host regular events that link the worlds of Haute Horology and German automotive engineering, while a membership programme will be extended to owners of an IWC or a Mercedes car, allowing them to attend events and receive priority access to dining events.
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