IWC Schaffhausen has just opened the doors to its new flagship boutique, its second in the United States, at 329 Rodeo Drive, Beverly Hills. The German watchmaker, founded in 1868, is known for its technical innovations and commitment to producing some of the finest timepieces in the world. The boutique’s interior reflects its proximity to Hollywood with Art deco design details and a film-lounge on the mezzanine level.

A new limited edition timepiece was created to celebrate the boutique’s opening: The Big Pilot’s Watch Edition “Boutique Rodeo Drive.” The watch is limited to just 250 pieces and is made of ceramic and titanium, fitted with the IWC 51111 calibre automatic movement, and has a power reserve of 7 days. IWC’s other flagship boutique is located on Madison Ave. in New York City.