Celebrating the brand's heritage, the IWC pop-up features an industrial design that is reminiscent of the original IWC factory, as depicted on the walls. Wooden chairs and exposed brick walls add to the vintage vibes. 

Look out for the giant "time machine" on the ground floor that has been set to the year 1868, the year IWC was founded.

Head upstairs to see displays of iconic IWC watches, including the Pallweber Edition 150 Years wristwatch, IWC’s first watch to feature jumping numerals in a digital display, and a jubilee collection of 29 limited-edition models from the Da Vinci, Pilot’s, Portofino and Portugieser families.

Each watch family has its own corner in the pop-up space, fitted with elements that best represent it (the Pilot's corner is shown above).

Got time for a cuppa? In between all the watches, stay caffeinated with some high-quality brews by artisanal coffee house, Urban Coffee Roaster.

The coffee cups even have IWC-customised sleeves (in the form of different watches) that can be turned into Instagrammable wrist candy.

While you're there, take part in an interactive game with clues taken from the IWC watch collections. All you have to do is complete at least three checkpoints to score yourself an IWC tote bag to take home as a souvenir.

See also: Inside IWC's Aviation-Inspired Bar In Geneva