IWC Schaffhausen never stops. It was first Rome, then Venice, and this year, the Swiss luxury label opens its third Italian boutique in Milan. Set in the city’s luxury shopping area of Via Montenapoleone 1, the opening ceremony was graced by a bevy of important business representatives, with the ribbon-cutting performed by brand ambassador Pierfrancesco Favino and television host and actress Alessia Marcuzzi.

Of special note is the 100-piece limited edition Portugieser Chronograph Rattrapante Edition “Boutique Milano” watch, presented for the first time during the evening. Featuring the characteristic third button for the rattrapante mechanism and a stopwatch function with minutes and seconds, the watch is also aesthetically mesmerizing, to say the least. A red gold case, blue dial, black alligator strap, 31 jewels and the inscription of “01/100” on the case back of the watch spell timeless elegance. Throw in the “Biscione” incision – the grass snake of the Milanese Visconti family – and the luxury watch label shows its love and connection to Milan.

Obviously, a celebration of haute horlogerie calls for the pairing of haute cuisine. Renowned Michelin-starred chef and IWC brand ambassador Andrea Berton presented a specially conceived menu, while the guests toasted with a fine selection of sparkling wines from the Ferrari Trento Winery.

“We are honoured to officially inaugurate the Milan boutique. Milan is a city that reflects luxury par excellence, where everything is fast and dynamic, but that still appreciates the marking of time and the elegance of wristwatches,” said Beppe Ambrosini, Brand Manager IWC Italy. Will time ever stop ticking for IWC? Not on their watch.

IWC Schaffhausen Boutique, Via Montenapoleone, 20121 Milano, Italy – +39 02 8962 3901