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Luxury watchmakers IWC Schaffhausen just unveiled Les Aviateurs, a well-designed whiskey bar right next to its boutique on Rue du Rhône in Geneva. 

Reminiscent of the exclusive gentlemen’s club of yesteryear, it's filled with dark wood, leather, and design details that beautifully champion the spirit of aviation, including original photos and maps from piloting pioneers.

A smart move from the iconic company, the brand extension is sure to increase loyalty and love from the patrons who enjoy fine timepieces and top-shelf drinks while doubling as an exceptional venue for launches and events.

First round on us....