Located in midtown Manhattan, the first flagship boutique in the US for IWC is structured in distinctive areas, each being dedicated to a particular watch collection. The mezzanine is reserved for the VIP lounge. The complexity of the project is illustrated by the different identities of each of the collection areas, styles so unique, that the project can be thought off as several stores in one.

Finalized by TDA, the project was partially completed in association with another architectural office.