In an interesting move by one of the big brands, IWC will offer personalisation at its flagship boutiques in Shanghai and Dubai, but for one model only – the Portugieser Chronograph.

IWC Schaffhausen introduces an individualisation service for the Portugieser Chronograph in its flagship boutiques at the Dubai Mall and Shanghai Taikoo Hui Mall.

So it is exactly what the name says – you can select from a specific range of case materials, dial colours, and straps to personalise your ‘Port’. Delivery will take about three weeks.

The way in which this is done is hands-on and will be particularly appealing to those who are not familiar with Ports, for example – it’s basically a ‘touch and feel’ experience.
The two case options (stainless steel or 18kt rose gold) are in front of you. You select one and then choose from one of the sixteen dial colour options that are solely for this range. The dials are available with either rhodium-plated or gold-plated markers and hands. The ‘dials’ in this display attach magnetically to the display cases, so the customer can play around with combinations.

Finally, this mock-up can put on one of the strap choices (calfskin, alligator, TimberTex, rubber straps, stainless steel bracelet) and put on the wrist to see how it looks and feels.
There will be a small circled “I” in the small seconds counter at 6 o’clock to denote that this is from the ‘individualisation’ range of Portugieser Chronographs.

For those not in Dubai or Shanghai, this is not going to be just restricted to those locations, with plans to launch the same service at other boutiques in the future.

[Photo credit: IWC]

Categories: chronograph, IWC, Watch Profile, watches, Women's watches