Hanoi, March 18, 2026. Swiss luxury watch manufacturer IWC Schaffhausen, in collaboration with its official distribution partner S&S Group, officially celebrated the opening of its first boutique in Hanoi, located within the iconic Sofitel Legend Metropole Hanoi. The event marks a significant milestone in IWC Schaffhausen’s expansion in Vietnam, bringing the brand’s legacy of precision watchmaking and timeless design language closer to local watch enthusiasts and collectors.

The opening ceremony was held in a refined and celebratory atmosphere, attended by representatives of IWC Schaffhausen and S&S Group, media partners, and distinguished guests. The event commenced with a traditional lion dance performance, symbolizing prosperity and auspicious beginnings. The ribbon-cutting ceremony formally marked the presence of IWC’s first boutique in the capital, opening a new chapter in the brand’s development in the Vietnamese market.

The Hanoi boutique is the result of a close collaboration between IWC Schaffhausen and S&S Group, the brand’s official distribution partner in Vietnam, built on a shared vision and a mutual commitment to the highest standards of watchmaking excellence. Together, both parties aim to create personalized experiences, where Swiss watchmaking craftsmanship is conveyed through space, service, and meaningful connections with clients.

Situated within Sofitel Legend Metropole Hanoi, one of the city’s most iconic and historically rich landmarks, the boutique serves as a meeting point between Swiss watchmaking heritage and Hanoi’s distinctive cultural identity, contributing to a new benchmark for luxury watch retail experiences in Vietnam.

“We are truly honoured to officially open our first IWC boutique in Hanoi, marking an important milestone in the brand’s journey in Vietnam. We would like to extend our sincere gratitude to S&S Group for their trust and partnership in bringing this project to life. More than a retail space, the boutique is a place where over 150 years of watchmaking heritage are celebrated, connecting a community of watch enthusiasts while offering an immersive experience into the world of IWC. Our presence in Hanoi represents a meaningful step in bringing Swiss watchmaking closer to our clients, while opening an exciting new chapter for the future.”, Mr. Florian Gutsmiedl, Managing Director of IWC Schaffhausen Southeast Asia & Oceania, commented.

A SPACE CELEBRATING WATCHMAKING EXCELLENCE

Upon entering the IWC Schaffhausen boutique in Hanoi, guests are immediately immersed in a refined interplay between the classical architecture of the Metropole and the brand’s contemporary design language. The signature black and white colour palette is applied throughout, creating a cohesive, elegant, and highly recognizable environment.

Every detail has been meticulously curated to deliver an experience that is both intimate and inspiring. From product displays to architectural elements, the boutique is conceived as a journey of discovery, where clients can explore IWC’s heritage and the art of Swiss watchmaking within a space defined by technical sophistication and timeless aesthetics.

A DESTINATION FOR ICONIC TIMEPIECES

At the Hanoi boutique, clients are invited to discover the brand’s full range of iconic collections. From the aviation-inspired Pilot’s Watches and the maritime spirit of the Portugieser collection, to the timeless elegance of Portofino and the technical sophistication of Ingenieur.

Each timepiece represents the pinnacle of watchmaking craftsmanship. From precise mechanical movements to highly complex complications such as the perpetual calendar developed by master watchmaker Kurt Klaus, every creation reflects IWC’s core philosophy: a seamless fusion of advanced engineering and enduring design.

The opening of the Hanoi boutique not only marks a key milestone in IWC Schaffhausen’s expansion in Vietnam, but also introduces a new destination for the country’s watch community. Through its partnership with S&S Group, IWC aims to offer a space where clients can further explore the brand’s rich heritage while enjoying elevated service experiences that embody the spirit of engineering excellence and timeless design.

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IWC Schaffhausen – Hanoi Boutique
Sofitel Legend Metropole Hanoi
15 Ngo Quyen Street, Hoan Kiem District, Hanoi
Hotline: +84 944 46 5555
Opening Hours: 10:00 – 19:00, Monday to Sunday