IWC Schaffhausen opened its first US Flagship Boutique in New York City at 535 Madison Avenue, the largest of its kind worldwide. The more than 3'ooo square-foot, bi-level boutique presents the most complicated Swiss timepieces, and welcomes visitors to an inspirational voyage into the multifaceted world of IWC. In fact, this opening marks a return to American roots. Florentine Ariosto Jones, an American, is the legendary figure who launched IWC Schaffhausen in 1868. Since then, the luxury Swiss watch brand has made great strides in complicated technological developments and innovative design - now housed in classic timepieces.