Pop in for a pint at the IWC Schaffhausen pilot’s bar, Les Aviateurs
Horology meets mixology
Chilling out and knocking back a shot or two just got stamped with IWC Schaffhausen's unique brand of showmanship as the watch manufacture launches its very own bar, right next to its boutique on Rue du Rhône in Geneva. An extension of the IWC hospitality famously displayed at its salon during SIHH — we're talking the same atmospheric setup of its product universe, like the ancient Roman hall at this year's fair — the bar is another significant coup in the maison's portfolio, allowing for customers to experience the brand in an entirely new way.
Styled like an exclusive gentlemen's club from the '20s and '30s, Les Aviateurs ties in with the maison's hallmark Pilot's Watches, impressing upon its patrons a stylish and cosy ambience characterised by dark wood and leather. The space is reminiscent of the thrilling pioneer era of aviation where off-duty pilots would hang out swapping stories, and the carefully curated interior includes original photos and maps to complete its distinct aesthetics as a pilot's bar. Designed in collaboration with high-end department store Globus, IWC's gastronomy partner, another highlight of Les Aviateurs is its creative cocktail menu, with drinks inspired by the Pilot's Watch collection. You'll find poisons like 'R. J. Mitchell' or 'Rose', named after the designer of the Supermarine Spitfire and the rose motif from Antoine de Saint-Exupéry's story The Little Prince.
Elaborated by the brand's Switzerland managing director Linus Fuchs: "By realising this special catering concept that centres on the thrilling era of aviation pioneers and the sophisticated atmosphere of a gentlemen's club, we are offering a whole new brand experience. Les Aviateurs acts as an extension of our boutique which is the first of its kind in the luxury watch segment."
Welcome to the mile high club, IWC edition.
Les Aviateurs is located on Rue du Rhône 48, 1204 Geneva, Switzerland.