The IWC Omotesando boutique, which opened in March 2024, is the third boutique in Japan following Ginza and Shinjuku. In addition to its imposing exterior, which is unified in a single color of black, the store, which spans two floors, also features an art space-like exhibition area. Not only the watches on display, but also the store's design allows visitors to fully feel the brand's philosophy of continuously pursuing innovation.
IWC's perpetual calendar has earned high praise from users for its simple operation. This acclaimed ease of use has been further enhanced in the 2026 model, allowing for more intuitive calendar adjustment via forward and backward movement of the crown. Despite incorporating a complex mechanism, the case has been reduced to 42.9mm, improving wearability. The white zirconium oxide ceramic case also gives a remarkably light and airy impression. Automatic movement (Cal. 82665). 34 jewels. 28,800 vibrations/hour. Power reserve approximately 60 hours. Ceramic case (42.9mm diameter, 14.3mm thickness). 10 ATM water resistance. ¥6,314,000 (including tax).
Photographs by Masahiro Okamura (CROSSOVER)
Yuzo Takeishi: Editing and writing
Edited & Text by Yuzo Takeishi
[Article published in the July 2026 issue of Kronos Japan]
Experience it in two spaces, one above the other.
The brand's innovative spirit
Omotesando, a street lined with zelkova trees on both sides, is one of Tokyo's most iconic streets. A globally renowned shopping area, it's a trendsetting hub with numerous flagship stores of high-end brands, attracting many tourists. Located right near the Omotesando intersection, the starting point of the street, the IWC Omotesando boutique boasts an exterior unified in the brand's signature black color. A giant LED screen sits atop the building, making it stand out even amidst the many other buildings in the area.
This new model combines the popular blue dial, which has been a favorite since its introduction to the "Ingenieur Automatic 40" in 2024, with a 35mm diameter case. The iconic grid pattern, the integrated bracelet case, and the combination of satin and polished finishes on the case and bracelet give it a strong presence, making it a watch that is easy for men to wear despite its small boy's size. Automatic movement (Cal. 47110). 23 jewels. 28,800 vibrations/hour. Power reserve of approximately 42 hours. Stainless steel case (35mm diameter, 9.4mm thickness). 10 ATM water resistance. 1,681,900 yen (tax included).
Currently, many watch brands have boutiques in Omotesando, but the IWC boutique, in particular, is popular with shoppers as a starting/ending point for those browsing watch stores along Omotesando due to its location. It is also popular with avid fans of the brand because it is easily accessible for those who want to visit the IWC boutiques in Ginza and Shinjuku.
This is an 18K red gold model of the "Portugieser Automatic," released in 2024. The dial, coated with 15 layers of transparent lacquer, has a deep, lustrous obsidian black finish. It features a Santoni alligator strap, creating an elegant look, while the movement boasts a twin barrel, providing approximately 7 days of power reserve. Automatic winding (Cal. 52011). 31 jewels. 28,800 vibrations/hour. Power reserve approximately 168 hours. 18K rose gold case (42.4mm diameter, 13mm thickness). 5 ATM water resistance. 4,636,500 yen (including tax).
Of course, its popularity isn't solely due to its location. The store has two floors: the first floor is a pop-up space for special exhibitions, and the second floor is a permanent boutique area. The first floor is particularly unique; the moment you step inside, you're greeted by a modern space reminiscent of an art gallery. This space is designed to convey the worldview of the season's theme. Models corresponding to the new campaign are displayed, giving it the feel of a museum. Moreover, the exhibits change approximately every six months, so visiting regularly will surely deepen your understanding of IWC.
The boutique area on the second floor is a modern, horizontally-oriented space based on black and white, with visuals (currently an eternal calendar) displayed on the walls strongly conveying the brand's worldview. The showcases neatly display watches from each collection—"Ingenieur," "Pilot's Watch," "Portugieser," and "Portofino"—making it easy to compare and consider individual models. The boutique area also features two lounges where customers can carefully view and try on watches. The lounges are located on both sides of the floor, and customer privacy is taken into consideration, allowing customers to calmly examine the watches.
This time, the store is recommending three models, mainly new releases. Why not visit the Omotesando boutique to discover new IWC watches, including these?
IWC Omotesando Boutique
Address: Aoyama Scene Building, 3-5-25 Kita-Aoyama, Minato-ku, Tokyo
Opening hours: 12:00-20:00 (weekdays), 11:00-19:00 (Saturdays, Sundays, and public holidays)
Closed: Open daily
