Being from NYC is like no other feeling in the world. You feel pride when you state that you`re from New York City--and people size you up wondering just how tough you are. There`s no doubt that NYC residents have a reputation for being as tough as nails, but NYC inhabitants are also thought of as cultured and well-rounded.

It`s perhaps for that last reason that Swiss watch manufacturer IWC Schaffhausen has decided to launch its first US Flagship Boutique here in New York City. CEO Georges Kern says of the decision,``The opening of the Flagship Boutique in New York City marks a major milestone for IWC Schaffhausen. It not only reflects the success of the brand but also pays tribute to the home country of the company`s founder and to our American heritage. We are looking forward to welcoming our customers to this marvelous location at Madison Avenue and inviting them to experience IWC`s spirit and philosophy.``Founder of IWC`s Schaffhausen Florentine Ariosto Jones was born only a few blocks from this new Flagship location.

Here at Watch Arena, we welcome IWC Schaffhausen with open arms to our beautiful New York City, and we promise--we`ll try not to be too intimidating!