- READER REVIEWS
Mon-Sat, 10am-6pm; Sun, closed
Nearby Subway Stops
E, M at Fifth Ave.-53rd St.
American Express, Discover, MasterCard, Visa
With backlit glass-cased displays and crisp white canvas couches set against black walls, the Madison Avenue flagship of this iconic Swiss watch brand is expansive, sleek, and modern. Founded in 1868 by Florentine Ariosto Jones, IWC Schaffhausen (IWC stands for International Watch Company) produces high-quality and well-designed time pieces. Such craftsmanship is hardly inexpensive—prices start at around $10,000—but in return, the horology experts offer up expertly engineered products that undergo a whole barrage of tests, including one to make sure they will keep ticking in climates ranging from the rainforest to the Arctic. The shop offers watches from the line’s various collections, each of which has a theme. There are the four models from the Da Vinci collection, which tend to be barrel-shaped and to honor Da Vinci’s fascination with time by including tiny perpetual calendars on their faces, and then there are the round-faced watches of the Pilot collection, which have a more streamlined, utilitarian look. Those with more classical taste can also choose from the throwbacks of the Vintage collection, which contains updated models of six iconic designs from the company’s history.