IWC (International Watch Company) is a luxury watch brand founded in 1868 by American engineer Florentine Ariosto Jones in Schaffhausen, in northeastern Switzerland.
Through its unique manufacturing process—which blends American rational production technology with traditional Swiss craftsmanship—the brand has earned the support of watch enthusiasts around the world as a “Swiss watch with a German soul.”
The “Portugieser,” introduced in 1939, the military-inspired “Pilot’s Watch,” the elegant “Portofino,” and the “Da Vinci”—a symbol of the resurgence of mechanical watches—among many other masterpieces. The brand’s only directly operated flagship boutique in Eastern Japan is located at the corner of Ginza Namiki-dori and Miyuki-dori.
IWC: IWC Ginza – Store Information
There are two IWC-owned boutiques in Ginza where you can experience the IWC world.
■ IWC Ginza Boutique (the only flagship store in Eastern Japan)
Opened in April 2014 on Namiki-dori as IWC’s flagship store in Japan, it relocated and expanded to its current location at the corner of Namiki-dori and Miyuki-dori in December 2018. In 2024, it celebrated its 10th anniversary. With a sales floor area of 64.3 square meters, it is one of the largest IWC retailers in Japan. With over 120 watches on display at any given time and a total inventory of more than 200, it is truly the mecca of IWC in Japan.
- address (e.g. of house)6-6-1 Ginza, Chuo-ku, Tokyo 104-0061, Japan
- Phone number: 0120-26-1868
- Business Hours: 11:00 a.m. – 8:00 p.m.
- regular closing day: Irregular holidays (except during the year-end and New Year holidays)
- Access: 4-minute walk from Ginza Station on the Tokyo Metro Ginza, Marunouchi, and Hibiya Lines
- feature: It features a unique two-story layout, with the main showroom on the first floor and the customer center (staffed by a Watch Doctor) on the second floor. The IWC Ginza Boutique’s exclusive models all feature green dials, and these color variations—not found in the standard lineup—create a sense of exclusivity. With a comprehensive long-term maintenance system in place—including customers who have inherited watches passed down through three generations or dating back 60 years—the boutique is fully equipped to meet their needs. Seven staff members, all trained in Switzerland, provide a warm welcome along with a selection of eight beverages, including coffee, tea, and champagne.
■ IWC Ginza Mitsukoshi Boutique
A boutique located on the “Watch” floor of the 4th floor of the New Wing at Ginza Mitsukoshi. It combines the convenience of a department store location with a luxurious space where visitors can experience the world of IWC.
- address (e.g. of house): 4-6-16 Ginza, Chuo-ku, Tokyo 104-8212, Ginza Mitsukoshi New Wing, 4th Floor, Watch
- Phone number: 03-3562-1111 (Ginza Mitsukoshi Main Switchboard)
- Business Hours: Mon–Fri 11:00 a.m.–7:00 p.m. (Subject to Ginza Mitsukoshi’s business hours)
- Access: Directly connected to Exit A7 of Ginza Station on the Tokyo Metro Ginza, Hibiya, and Marunouchi Lines
- feature: The brand offers a wide range of collections, including the Portoghese, Pilot’s Watch, and Portofino. In addition to its location at Ginza Mitsukoshi, it’s conveniently situated near other high-end brands, making it an attractive spot to pop into while out shopping.
It's good because it's in Ginza.
The biggest advantage of buying an IWC in Ginza is that,As the only directly operated flagship store in Eastern Japan, it boasts one of the largest selections in Japan, along with an unparalleled after-sales service system—including a Watch Doctor on-site on the second floor—that is unmatched by other brands.The following is located in the
Located at the corner of Namiki-dori and Miyuki-dori—a truly exceptional location—the Ginza boutique brings together everything from the Portugieser and Pilot’s Watch collections to extraordinary models such as the rare “Portugieser Eternal Calendar.”
The collection also includes a model in “Green Dial,” a color exclusive to boutiques, offering the unique pleasure of selecting a special timepiece available only here—a truly Ginza-exclusive experience. Brand-certified technicians are always on hand at the Customer Center on the second floor, where you can consult with them on-site about overhauls and minor repairs. This location offers the most immersive experience in Ginza of IWC’s proud policy: “Permanent repair support, even for discontinued models.”
Another appealing feature of the Ginza boutique is the luxury of being able to take your time discussing purchases—even for extended periods—in the consultation areas located at either end of the space, where you can enjoy a selection of eight different drinks without worrying that other customers might overhear your conversation.
IWC: I.W.C. Who Wears It?
People who wear IWC watches,"Intellectual adults" who appreciate the simple, refined German aesthetic and the technical mastery of precision mechanical watches, rather than flashy self-expression....is the focus. It is beloved by a demographic with a mature aesthetic sensibility who feel that “Rolex and Omega aren’t quite enough, but they don’t want a watch as flashy as a Patek Philippe or Audemars Piguet—they want a timepiece that is solid, sturdy, and elegant.”
The brand enjoys overwhelming support primarily from business professionals in their late 30s to 40s, as well as from business owners, doctors, lawyers, pilots, and other professionals. It has established a brand image as “the watch that suits a successful man” and is widely cherished by everyone from those new to mechanical watches to serious collectors.
In recent years, the brand has expanded its ladies’ collection with models such as the “Da Vinci Automatic 36” and “Portofino Automatic 37,” attracting a growing number of sophisticated and intelligent adult female fans. It is a rare brand cherished by “discerning adults” who appreciate authenticity, regardless of gender.
IWC: IWC Popular Products
At IWC, the following collections and models are particularly popular.
- Portugieser Automatic 40 Ref. IW358305 The current standard model of the “Portugieser,” the brand’s flagship watch introduced in 1939. Classic elements—leaf-shaped hands, applied Arabic numerals, and a railway-style minute track—blend in perfect harmony. Prices start at approximately 968,000 yen.
- Portugieser Chronograph Ref. IW371604 The most popular chronograph in the Portoghese Collection. The vertically aligned sub-dials and blue steel hands create an elegant look. A versatile model that works equally well as a dress watch or for business settings. Prices start at approximately 1,148,000 yen.
- Portugieser Automatic 42 Ref. IW501702 A premium model featuring the Peraton automatic winding mechanism and a 7-day power reserve. With a 42mm case, it’s designed for those seeking an authentic Portugieser. Prices start at approximately 1,750,000 yen.
- Pilot's Watch Mark 20 The latest standard in IWC’s Pilot’s Watch collection, which draws inspiration from military watches. The definitive entry-level model, featuring a 40mm case and offering excellent readability and practicality. Prices start at approximately 660,000 yen.
- Portofino Automatic IW356527 A dress watch collection inspired by the exclusive Italian resort town of “Portofino.” This model features a 39mm case, Roman numerals, and leaf-shaped hands that lend it an elegant look. Prices start at approximately 720,000 yen.
- Ingenieur Automatic 40 Ref. IW328901 A modern reissue of the iconic “Ingenieur SL,” designed by Gérald Genta in 1976. The screw-fixed bezel and grid-patterned dial create a unique blend of sporty and luxurious style. Prices start at approximately 1,540,000 yen.
IWC: I.W.C. — Celebrities Who Wear It
IWC is beloved by many celebrities and cultural figures both in Japan and abroad. Here are a few examples.
- George Russell (F1 driver): He loves his Pilot’s Watch Chronograph in Black Ceramic "George Russell" Ref. IW389411. He has served as an official IWC brand ambassador since 2022 and is the young ace of the Mercedes-AMG PETRONAS F1 Team; his signature model is a limited-edition piece of 1,063 pieces, featuring striking blue accents.
- Dev Patel (actor): He is a fan of the Portofino Ref. IW378303. An Indian-British actor who rose to global stardom with *Slumdog Millionaire*, he serves as an official brand ambassador for IWC.
- Satoshi Ohno (Actor/Artist): Worn in the drama *The World's Toughest Romance*: the Portugieser Chronograph Ref. IW371447. This exquisite chronograph with a black dial graced the wrist of the actor playing a top-tier hotel executive.
- Ren Meguro (Actor/Singer / Snow Man): He is a fan of models such as the Portugieser Automatic 7DAYS Ref. IW500704 and the Portugieser Chronograph Ref. IW371617. He is known as one of the most avid IWC fans among young actors.
- Ryohei Suzuki (Actor): A devoted fan of the Portugieser Chronograph. He was invited to visit IWC’s headquarters in Switzerland (SIHH) in 2019 and is a serious watch enthusiast who consistently wears IWC watches in productions such as the drama *TOKYO MER: The Mobile Emergency Room*.
- Nanako Matsushima (Actress): Worn in the drama: the Portugieser Chronograph Automatic Ref. IW371445. This elegant chronograph, featuring a silver dial and gold leaf-shaped hands, perfectly complements the intellectual and refined image of one of Japan’s leading actresses.
- Kate Mara (actress): A fan of Portofino. An American actress known for her roles in *House of Cards* and other productions, she has a keen eye for style, choosing an elegant timepiece with a slate-gray dial and sparkling diamond hour markers.
IWC: IWC Price Range (Price Estimate)
Market prices for IWC watches vary depending on the collection and model.
- New (regular price): Prices start at approximately 660,000 yen for the entry-level “Pilot’s Watch Mark 20,” approximately 720,000 yen for the “Portofino Automatic,” the “Portugieser Automatic 40” at 968,000 yen, the popular “Portugieser Chronograph” at approximately 1,148,000 yen, and the higher-end “Portugieser Automatic 42” at approximately 1,750,000 yen. Models featuring complex mechanisms or made of precious metals range from 5 million to over 10 million yen; the top-of-the-line “Da Vinci Perpetual Calendar Chronograph” (platinum, limited to 100 pieces worldwide) is priced at 6,728,400 yen.
- second-hand market: Prices start at approximately 880,000 yen for the popular “Portugieser Chronograph IW371445 (gold-hand model),” approximately 940,000 yen for the “Portugieser Chronograph IW371604,” and approximately 600,000 yen for the “Portofino IW356501.” Actual market prices range from 70% to 90% of the official list price, making their excellent value for money another major appeal.
- Price Trends: Price adjustments have been implemented frequently in recent years—in January 2022, July and September 2022, and January and August 2023—and prices for major models of the Portugieser and Pilot’s Watch collections have been on a steady upward trend across the board. Further price increases are expected going forward due to the impact of exchange rates and manufacturing costs.
- property (asset) value: While prices haven’t skyrocketed like those of Rolex or Patek Philippe, discontinued models, limited-edition models, and models with precious metal cases—such as red gold or platinum—tend to command a premium. The brand’s policy of a lifetime warranty also helps support resale value.
IWC: IWC—Its Appeal and Top Picks
For Men: Perfect for mature men who are down-to-earth, robust, and dignified
"Portugieser Automatic"or"Portugieser Chronograph"This is a classic. As an icon of the brand since 1939, it’s a versatile timepiece that blends elegantly with both suit and casual styles. If you prefer a military-inspired look, the “Pilot’s Watch” is the perfect choice; if you’re looking for a simple dress watch, the “Portofino” is ideal. For those with a unique sense of style, the bold, sporty design of the “Ingenieur” is also popular.
For Women: For women who seek refined and intellectual elegance
"Portofino Automatic 37"and ... and"Da Vinci Automatic 36"We recommend these. The delicate case sizes—37mm and 36mm—along with glamorous options like diamond hour markers and mother-of-pearl dials, enhance the sophistication of mature women. If you prefer a more masculine style, the “Portugieser Automatic 40” is also popular as a unisex model.
IWC: I.W.C. Age Group
mainlyLate 30's to 60'sIt enjoys popularity across a wide range of age groups. In particular, it has overwhelming support from established business professionals in their 40s, and the brand image of “a watch for successful men” has taken root. In recent years, its fan base has been expanding among younger generations in their 20s and 30s, influenced by figures like Ren Meguro. The number of female fans in their 30s and older who seek elegant dress watches is also on the rise.
IWC: IWC—What Should You Buy for Yourself?
"Portugieser Chronograph"or"Portugieser Automatic 40"I recommend these two. The former is IWC’s iconic model, where you can most strongly sense the brand’s DNA, while the latter is a classic choice with a simple, timeless design that you’ll cherish for years to come. These are exceptional pieces you’ll want to treat yourself to as a reward for business success, a promotion, or other special occasions.
IWC: IWC—What should you give as a gift?
For men"Portofino Automatic"or"Portugieser Automatic 40"is a classic choice. A simple, elegant dress watch is the perfect gift for a businessperson. For women,"Portofino Automatic 37"and ... and"Da Vinci Automatic 36"These are highly recommended, with a wide selection of elegant models featuring diamond hour markers and mother-of-pearl dials, making them the perfect special gift to celebrate life’s milestones, such as anniversaries and weddings.
Summary
IWC truly shines in the special setting of Ginza. A fusion of the American spirit and Swiss craftsmanship dating back to 1868, the solid and robust manufacturing traditions passed down at the Schaffhausen Manufacture, and the timeless designs epitomized by the Portugieser and Pilot’s Watch—
IWC timepieces are masterpieces truly suited for the discerning connoisseur—those who appreciate the intrinsic value of mechanical watches and their exquisite craftsmanship, rather than flashy brand image. To make your shopping experience in Ginza even more special, why not visit the IWC Ginza Boutique or the Ginza Mitsukoshi Boutique?
