London (PRWEB UK) 13 June 2013
From June 24th 2013, IWC and The Watch Gallery will host a one-off exhibition celebrating the remodelled 2013 Ingenieur watch collection and IWC’s renewed partnership with Mercedes AMG Petronas.
Held in The Wonder Room at Selfridges, Oxford Street, the pop-up store will feature a virtual wind tunnel, a first for any UK department store. The concept store will take consumers on a journey offering an exclusive ‘behind the scenes’ glimpse into the combined forces between watches and automotive performance engineering.
The exhibition will focus on the customer experience, with a Mercedes AMG Petronas F1™ simulator show car; enabling customers to immerse themselves fully into the dynamic world of racing. Each customer will have the opportunity to test their mettle by driving a full lap of a formula 1 course posting their time against friends and family. With the exhibition coinciding with the British Grand Prix at Silverstone, there is no better place to start the excitement.
As well as a motoring first, the pop-up will also be the first UK viewing of the entire Ingenieur collection, as well as the exclusive unveiling of the Ingenieur Constant Force Tourbillon timepiece. Furthermore, to the launch of the remodeled Ingenieur collection, visitors will also be able to view vintage Ingenieur timepieces, originating from the 1950s.
Chairman of The Watch Gallery, David Coleridge commented, “The Watch Gallery is very excited to partner with IWC and Selfridges on such an innovative installation, the first of its kind in a department store. With the British Grand Prix just around the corner, this is a rare opportunity for customers to explore the new Ingenieur collection in full and experience the exclusive partnership between IWC and Mercedes AMG Petronas first hand. Showcasing new, limited edition and vintage Ingenieur watches, this is a fantastic chance for IWC fans to discover the engineering expertise behind the collection.”
For more information, press loans or high-res images, please contact:
Camilla Polson or Michael Evans
020 7940 2900