Swiss watchmaker IWC Schaffhausen opened its new Madison Avenue flagship Wednesday night with a party celebrating Muhammad Ali, the namesake of the latest version of its Big Pilot’s Watch and subject of the exhibition, lensed by Howard Bingham, unveiled at the store. Evander Holyfield and Larry Holmes both turned up in Muhammad Ali Big Pilot watches designed to look like the legend’s red gloves, while Ali’s daughter Miya watched from the sidelines.
But the event was far from ring pros only. Thor‘s Chris Hemsworth and Karolina Kurkova were on hand, as was a very pregnant Adriana Lima, who cut the store’s ribbon with CEO Georges Kern. “This is my husband’s favorite watch brand,” said Lima, wearing a men’s watch style herself. “It makes me feel tough!” Lost star Matthew Fox had one, too, which he said suited his offscreen hobby: flying. “I’ve been waiting for one of these watches for a year and a half,” he said. “It tells UTC time, which as a pilot, is the time you use for everything you do.”
IWCs are an offscreen, rather than onscreen, indulgence for guests Channing Tatum and Joe Manganiello, too. It’s hard to imagine a luxury watch figuring into their next film, Steven Soderbergh’s male stripper flick Magic Mike. “I wore head-to-toe gold paint,” said Manganiello of his costume, “accessorized with a fig leaf.” “I got very comfortable in G-strings,” Tatum added. Both prepped for their parts with extreme fitness regimes. So who’d win in the ring? “Well, I know who’d win in a dancing competition,” laughed Manganiello. “Channing, hands down.”
It was fitting that IWC Schaffhausen chose a space on the Culver Studios lot for the U.S. debut of their latest collaboration with famed photog Peter Lindbergh: Its stars are, well, Hollywood stars. But the vibe of the new campaign is more Dolce Vita than Sunset Boulevard, in homage to the Italian spirit of the watchmaker’s new Portofino collection. Patrick Dempsey, Isabel Lucas, Shiva Rose, and even Sylvester Stallone came by for a look, but of all the portraits, Rebecca Gayheart expressed a family preference when picking her favorite. “I came to see all of Peter [Lindbergh]’s amazing photos, but of course I’m most excited to see my husband’s,” Gayheart told Style.com of the action shot of hubby Eric Dane. He appears in the black-and-white shots alongside Kevin Spacey, Cate Blanchett, Jean Reno, and Elle Macpherson.
Fresh off of styling Jessica Alba’s Patrick Demarchelier-shot ads for Piaget, Brad Goreski mingled and excitedly talked about his new Bravo show, It’s a Brad Brad World, which just started filming. “You’ll get to see a lot of different tones of my life in the show. There’s my crazy, busy work life, my home life, and just about everything in between. They’re catching the ups and they’re catching my downs.” Goreski narrowly missed his former boss and fellow Bravo star, Rachel Zoe, who was enjoying her first public post-baby appearance after working from home for the past month. Though she was eager to enjoy date night with her husband, Zoe couldn’t help but bring her work with her. Clad in a tuxedo jumpsuit from her Fall ’11 collection, her focus was on Monday’s Met ball. “I’m dressing Eva Mendes and Kate Hudson, and Kate just looks so incredible pregnant.” As for Hudson’s burgeoning baby bump, “It doesn’t really need much; we just had stuff made for her, which we always do anyway for the Met,” Zoe revealed while carefully staying mum on who the actresses will be wearing.