Some background on IWC:
Founded by American watchmaker Florentine Ariosto Jones in 1868, International Watch Company was created in Schaffhausen, Switzerland, to produce high-quality movements and pocket watches for the U.S. market
Asia remains by far the most important market for most watchmakers: Swiss watch exports to China and Hong Kong jumped some 30 percent each in the last two years, compared with a 2 percent rise to the U.S. IWC boasts 23 shops in China, versus six in the U.S.
Under new leadership, IWC has bold plans for the U.S. Grainger-Herr, 40, wants to add four retail outlets next year, with a focus on the East and West Coast as well as Texas and Atlanta. Within five years, he wants to more than double revenue in the country, which Bank Vontobel AG estimates stood at about 80 million francs ($79 million) last year, or a 10th of its total.
https://www.bloomberg.com/news/articles/2018-11-16/iwc-wants-apple-watch-loving-americans-to-go-back-in-time