Rising Formula One star George Russell was the surprise guest when IWC Schaffhausen celebrated a decade of success on New Bond Street with an exclusive event at its boutique. Joining IWC CEO Chris Grainger-Herr, pictured above, to welcome guests and clients, Russell emphasised his connection to IWC’s legacy of precision and innovation through a short Q&A. The Mercedes driver added an exciting and dynamic element to the event, reinforcing the brand’s association with high performance and excellence.

The celebration underscored IWC Schaffhausen’s enduring presence in one of the world’s most prestigious retail locations and its commitment to creating extraordinary experiences for its clientele. The event was a blend of heritage, innovation, and a shared passion for precision and performance, as exemplified by both IWC’s craftsmanship and Russell’s success in Formula 1.

Located in the heart of London’s luxury shopping district, the boutique is a testament to IWC’s dedication to timeless craftsmanship and innovation. Over the years, it has hosted numerous exclusive events, like the presence of the F1 Car outside the boutique in 2017 to celebrate Mercedes-AMG PETRONAS win at the British Grand Prix. Plus, product launches like the Big Pilot’s Watch PPC, London Boutique Edition, launched in 2014 (IW502805) and the Big Pilot’s Watch, London Boutique Edition in 2018 (IW501008).