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Top Adriana Lima, showing off her baby bump and the 75 lb book on Muhammad Ali, GOAT: Greatest of All Time. Above Karolína Kurková.

IWC Schaffhausen has opened its US flagship boutique on Madison Avenue in Manhattan, New York City, with celebrities Matthew Fox, Adriana Lima, Karolína Kurková, Evander Holyfield, Chris Hemswort, Larry Holmes, Channing Tatum, Joe Manganiello, and Miya Ali, daughter of Muhammad Ali.
   The watchmaker also launched its Big Pilot’s Watch Edition Muhammad Ali, a US exclusive limited to 250 pieces. The new watch is based on the Big Pilot’s Watch of 1940, with red details reflecting Ali’s use of red gloves. It also bears a logo commemorating Ali’s 70th birthday.
   The watch is sold with a 75 lb tome about Muhammad Ali called GOAT: Greatest of All Time, featuring 3,000 illustrations by over 150 artists and photographers.
   Last month, a version of this watch was auctioned on behalf of Celebrity Fight Night, with the proceeds donated to the Muhammad Ali Center.
   The boutique opening, meanwhile, featured the work of Howard Bingham, a lifetime friend of Muhammad Ali, who photographed Ali’s career. Twelve of his photos from GOAT were on display, and will remain so till the end of May.
   Despite being known as a Swiss watch brand, IWC was in fact founded by an American, according to IWC CEO Georges Kern, who was present at the launch. Florentine Ariosto Jones founded the firm in 1868, and Kern noted that the new boutique ‘not only reflects our unique identity and provides an exceptional customer experience, it also marks a return to our American heritage as our new “house of stories”.’




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Fernando Leon/Getty Images