IWC Schaffhausen is proud to announce the opening of HAUS. The Swiss luxury brand’s first-ever concept store has been created in partnership with Mercedes-Benz Hong Kong and will deliver a unique customer experience. In addition to a contemporary showroom and retail lounge, HAUS features a bar and restaurant curated by Tatler Dining Kitchen and a membership program with many exclusive benefits for members. Initially, the concept store will focus on IWC’s Big Pilot’s Watch and the Mercedes-Benz G-Class, two of the most recognisable icons from both brands.

IWC Schaffhausen and Mercedes-Benz have enjoyed a successful partnership for many years. They first joined forces in 2004, when IWC became a partner of Mercedes- AMG, the high-performance brand of Mercedes-Benz. In 2013, IWC became the “Official Engineering Partner” of the Mercedes-AMG Petronas Motorsport Formula One team. By opening their first concept store in Hong Kong, both brands are now taking their partnership to the next level. Named after the German word for “house”, the concept is a nod to the origins and legendary engineering spirit that both the Swiss luxury watch manufacturer and the German automotive brand share.
“With HAUS, we have created a unique space for watchmaking and car enthusiasts. Our concept store is a platform that fosters creativity through different events, a welcoming space where members can meet, share ideas and connect. Initially, we will focus on two of the most recognisable models from each brand, the IWC Big Pilot’s Watch and the Mercedes-Benz G-Class, highlighting their shared philosophy and success story”, says Peter Lao, IWC Managing Director Hong Kong, Macau & Taiwan.
Both the Big Pilot’s Watch and the G-Class were initially designed almost exclusively according to functional characteristics and requirements. Launched in 2002 with a purely functional design, the Big Pilot’s Watch was inspired by a robust, rugged and highly reliable observation watch from the 1940s. The G-Class was engineered with a focus on maximum off-road capability and versatility. Both the Big Pilot’s Watch and the G-Class have transcended their humble utilitarian beginnings and attained iconic design status. Today, they are both vastly improved machines with all the latest features one would expect of a high-end sports watch and a high-end offroad car. They are both true to their utilitarian DNA and instantly recognisable design codes, embodying design legacy, popular culture, luxury and lifestyle expression all at once.
“It was the Big Pilot’s Watch, with its pure and crisp design, that introduced me to the IWC Schaffhausen brand. The design story and uncompromising execution of the ‘form follows function’ principle is still fascinating. The large case, oversized conical crown, easily legible dial – every detail is there for a reason,” explains Christian Knoop, Creative Director of IWC Schaffhausen. “No other Pilot’s Watch on the market combines such a powerful design DNA with so many different creative executions over time.”
“As a designer, my drive is to create perfection in beauty. My aim is to come closer to this ideal with every design we create. With the new G-Class that was the most difficult part: perfecting the icon very gently,” says Gorden Wagener, Chief Design Officer at Daimler Group. “The current G-Class is the best combination of function and beauty. No other car combines tangible luxury and comfort with such robustness and solidity,” adds Wagener.
The showroom, where visitors can experience an exquisite choice of mechanical timepieces from IWC and a varied selection of Mercedes cars, is furnished in the style of an exclusive clubhouse. A highlight at HAUS is also the glamorous bar and restaurant on the first floor, where visitors can enjoy a drink or dinner. The culinary offer is curated by Tatler Dining Kitchen exclusively for HAUS and will feature some of the best cafe and restaurant operators from the Hong Kong area.

IWC and Mercedes will also offer a membership program for HAUS. Owners of an IWC watch or a Mercedes car can apply for a membership by specifying their watch’s serial number or their car’s number plate. Members will have access to a wide range of benefits. For example, they will be able to attend exclusive bi-weekly lifestyle events, receive special benefits on HAUS food and beverages, and enjoy birthday privileges or priority table bookings for Tatler Dining Kitchen events. Members can discover all the benefits and events at a dedicated website and through the virtual membership card.
The 5000 sq ft concept store is located in Shop 38 & 40, G/F, 48 Queen’s Road Central, Central, Hong Kong. Customers of IWC Schaffhausen and Mercedes-Benz Hong Kong will enjoy privileged membership benefits.

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Experience an elevated lifestyle with Mercedes-Benz and IWC Schaffhausen at HAUS

Since launching this past February, HAUS — Mercedes-Benz and IWC Schaffhausen’s new joint retail concept — has become one of the hottest destinations in the city for dining, refreshments and to see and be seen. 
It’s a visual feast from the moment one enters the 5,000 square-foot, two story space. The main floor offers a retail experience and a showroom featuring the brands’ finest offerings, on display for enthusiasts and owners alike. Playing host to iconic timepieces from IWC Schaffhausen, the space also features a rotating selection of Mercedes-Benz models. Currently on display is the newly launched all-electric EQA from Mercedes-EQ and IWC’s latest Pilot’s Watches collection.

Upstairs, the multi-use space brings car, watch and lifestyle enthusiasts some never-before-seen experiences in Hong Kong. Through a collaborative partnership, the bar and restaurant have played host in recent months to some of Hong Kong’s most celebrated culinary superstars, including The Arcane Collective’s Shane Osborn and Antimo Maria Merone, who presented an Italian-Chinese tasting menu that was not to be missed.
Currently, the ground floor offers an escape to Italy with Illy in partnership with Mandarin Oriental, Hong Kong; upstairs, Krug Ambassade chef Robin Zavou has developed an innovative menu of playfully interpreted local classics using seasonal produce for The Krug Kitchen.
Continuing with this tradition, the menu and chef will change from by season and from time to time, giving guests a reason to come back again and again. In August, guests can return to find a full Japanese reinterpretation of both floors, promising a culinary experience to match. In a city that loves food like Hong Kong, it’s a level of exclusivity that makes dining out more than just a meal, but an unforgettable experience.

Membership has its benefits: Bi-weekly lifestyle events, special HAUS food and beverage perks, birthday privileges and priority dinner bookings are all at the disposal of cardholders – who can access these through HAUS’s dedicated member site. Recent events available to members include watchmaking classes, cocktail classes and a bean-to-bar workshop for chocolate lovers.
HAUS Owner members also have the opportunity to book three days’ priority access for dinners in the restaurant space. For a full list of HAUS membership perks, click here.

Joining the programme is quick and convenient. Owners of Mercedes-Benz vehicles and IWC watches can simply register online here with their license plate or watch serial number to lock down their membership and start to enjoy the benefits that come with it.
Non-Owners who are fans of Mercedes-Benz and IWC are welcome and encouraged to sign up as Fans as well, as HAUS will host a number of other lifestyle events and workshops, such as an upcoming wine tasting event open to Fans and Owners alike.
HAUS is a unique space for watchmaking and car enthusiasts. The concept store is a platform that fosters creativity through different events, offering a space where members can meet, share ideas and connect.
“Both Mercedes-Benz and IWC are known for their passion for the highest precision,” said Andreas Buchenthal, President & CEO of Mercedes-Benz Hong Kong. “Both place great emphasis on craftsmanship, precision engineering, and technology with products that meet the highest expectations in terms of quality.” 
With so much to see, eat, drink and experience, there’s never been a better time to make HAUS your home away from home.
To find out more, visit
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 
The post Experience an elevated lifestyle with Mercedes-Benz and IWC Schaffhausen at HAUS appeared first on Lifestyle Asia Hong Kong.


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