IWC x Mercedes AMG Petronas pop-up store

IWC & The Watch Gallery to launch an exclusive pop-up event at Selfridges

IWC Watches races into Selfridges this summer with a wind tunnel installation showcasing cutting-edge engineering of two iconic brands – IWC, with its completely remodelled 2013 Ingenieur watch collection and the Mercedes AMG Petronas full sized racing simulator.

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 Mercedes AMG Petronas F1 simulator show car will enable 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.