Watchmaking partnership at Deauville’s Normandy for insiders

What if Swiss haute horlogerie met French seaside refinement? From May 8 to 11, 2025, IWC Schaffhausen takes up residence at the illustrious Barrière Le Normandy hotel in Deauville for a unique immersive event, combining exhibitions, private workshops and discreet luxury.

Watchmaking as you’ve never seen it before

For four days, an exclusive pop-up inside the hotel will offer a rare immersion into the technical and aesthetic world of IWC. On the program: an exhibition of emblematic and rare IWC timepieces, as well as confidential masterclasses. Guests will have the chance to dismantle and reassemble a watch to understand the inner workings of a demanding craft. A privilege usually reserved for the workshops of the big houses.

This initiative, designed to appeal to connoisseurs and neophytes alike, is based on the enhancement of the artisanal gesture and the transmission of an exceptional watchmaking heritage.

Normandy and IWC Schaffhausen, a strategic duo to capture luxury customers

This unprecedented collaboration is part of a win-win strategy. For IWC Schaffhausen, it’s an opportunity to reach out to a demanding French clientele, attached to tradition and precious objects. For the Barrière Le Normandy hotel, it’s an opportunity to enrich its event offering with high-value content.

In recent years, the Barrière group has been multiplying its experiential partnerships to diversify its audiences. After wealthy families with Palomano and contemporary art lovers with Galerie Perrotin, now it’s the turn of prestige watch enthusiasts. It’s a strategy that’s paying off, with the group aiming to achieve sales of 1.4 billion euros by 2024.

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