Swiss luxury watch maker IWC Schaffhausen officially opened its first US flagship store this Wednesday, at 535 Madison Avenue, New York.

The interior of IWC Schaffhausen's new flagship store in NYC / Photo: Getty Images

The luxury boutique is spread over two floors and boasts over 3,000 square feet of retail space.

To coincide with the opening of its new boutique, the brand also launched its new re-working of its classic 1940 Big Pilot’s Watch – the Big Pilot’s Watch Edition Muhammad Ali, dedicated to the legendary boxer. A limited edition of 250 pieces only available in the US, part of the proceeds from its sale will go towards Ali’s charitable causes.

Also on display in the luxury boutique were photographs of Ali by his friend and photographer, Howard Bingham.

The opening of the boutique held special significance for IWC, marking a return to its “American heritage” – Florentine Ariosto Jones who founded the brand in 1868 was from America.