We visited the boutique on the Kruiskade to talk to William Ko, who has been working at Schaap en Citroen for more than six years and is currently Store Director in training. In the interview below he shares insights about the IWC brand, the renewed concept and more.
With the opening of the IWC Boutique on the Kruiskade at the end of 2022, Rotterdam had a first in Europe. As soon as you enter the store, you enter a fully immersive interior in which the most iconic product lines are central and important aspects, such as the technical expertise and material knowledge of the brand, are highlighted.
The IWC Boutique is managed in collaboration with Schaap en Citroen Juweliers, a household name within the Dutch jewelery and watch industry for more than 130 years.
Can you tell us a bit about IWC as a brand? What sets IWC apart from other brands?
William: "IWC, International Watch Company in full, was founded in 1868 by the American Florentine Ariosto Jones. His goal was to make watches with Swiss craftsmanship, combined with American technology, for the American market. The choice for Switzerland, and specifically Schaffhausen, was because he could use the water of Rheinfall to generate energy. He was a very intelligent man."
"IWC has developed into a leading watch brand, not only in Switzerland, but also worldwide. IWC's high-quality timepieces combine beautiful design with precision and detail. With a rich history, the brand now offers an extensive range of top pieces for both men and women."