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.”