It’s that time of year again when new boutiques start popping up on Rodeo Drive and the old ones get a revamp. The latest retailer to make their holiday appearance is the ultra fancy watch purveyor IWC Schaffhausen, and their new 1920s-inspired digs—a flagship, mind you—are sharp. Their collection spans two levels and features watches that cost more than a year’s rent in some cases. Notables including the Clippers’ Blake Griffin and actors James Marsden, Elisabeth Moss, Sir Patrick Stewart, Jack Huston, and Joel McHale were on hand to cut the ribbon and make it all official. Marsden even noted that his watch from the brand “scared him to death” as he worried he was going to screw up the gorgeous timepiece somehow. Tres LA catered (so good), and I am definitely a fan of their latest canapé—a wee square of fried béarnaise. Everyone who was still peckish hit Spago afterwards for dinner and a performance by singer Aloe Blacc.
At dinner in restaurant’s courtyard, Blacc talked about the inspiration for the song “Wake Me Up.” I’ve heard the story before, but not the extra detail that involved the watchmaker. While flying on a private plane courtesy of the CEO of IWC Schaffhausen, the idea for the song was born: traveling on a private jet was “better than first class.”