TAG Heuer has re-opened its Sydney Flagship store

TAG HEUER OPENS NEWLY IMAGINED FLAGSHIP BOUTIQUE IN SYDNEY
The World’s First Unveiling of TAG Heuer’s New Retail Concept 

Swiss watchmaker TAG Heuer has re-opened its Sydney Flagship store at its landmark Pitt Street Mall address. With the newly refurbished store, TAG Heuer takes the opportunity to present, for the very first time globally, its new retail design concept – a new look and feel for the iconic luxury brand. 

TAG Heuer friends of the brand, Jamie Durie and Torah Bright helped to officially open the boutique, cutting the ribbon alongside TAG Heuer’s General Manager for Australia, Pierre Blouin. They joined the likes of Erin Holland, Danielle Cormack, Lauren Eagle, Angela Bishop, and Fabian Coulthard to toast to the new look store. 

The event also celebrated the arrival of the newly released Aquaracer ceramic collection, where a model vinyette paid homage to the strength and beauty of the collection and its aquatic roots – dress-up or dive-deep! 

Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique perfectly illustrates the brand’s realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage. The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.

The TAG Heuer shield reinterpretations continue to the interior of the 96m² boutique. The monotones of TAG Heuer greys and blacks perfectly compliment the use of stone which is a reference to the brand’s Swiss roots of heritage and craftsmanship, whilst the mix of traditional and innovative materials embodies the brand’s spirit creating a vibrant showcase of the TAG Heuer collection. 

« Continuing our residence in one of Australia’s best shopping addresses with the world’s first unveiling of TAG Heuer’s new retail concept marks yet another milestone in the brand in Australia, especially given the presence of such immense local demand for what the brand offers », says Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division. 

Biver continues, “Australia constitutes one of TAG Heuer’s largest and most dynamic markets. We have developed the brand in the region since the 1980’s in a spectacular way, which today makes TAG Heuer the leading Swiss watch brand in the « affordable luxury » time-piece category. Australia remains one of our top priority markets with further expansion to take place in the future. » « No tradition, no innovation. No innovation, no future ». This is Mr Biver’s motto.

The new TAG Heuer Flagship at Westfield Sydney continues TAG Heuer’s dynamic retail development strategy in Australia, which saw the opening of a new Flagship in Melbourne’s new luxury precinct, St Collins St in May, and will see the first Flagship for TAG Heuer open in the Gold Coast in the newly redeveloped Pacific Fair shopping precinct in November, with another Boutique to follow in Australia in early 2017. 

Pierre Blouin, TAG Heuer’s new General Manager for Australia says “We are excited to open our state of the art Flagship Store in Pitt St Mall. The store celebrates a new benchmark for avant-garde design and offers a dynamic experience for our customers to discover the universes of TAG Heuer. Together with our existing Brisbane Flagship store, the multi-million dollar investment across three new Flagship stores in 2016 demonstrates TAG Heuer’s commitment to retailing in Australia.” 

About TAG Heuer
TAG Heuer is the Swiss Avant-Garde watchmaker since 1860. Avant-garde is our culture and our philosophy. TAG Heuer’s unique heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create watches with real racing spirit. The brand has marked the history of watchmaking, especially in the field of chronographs with an unparalleled mechanical accuracy.

The new models – including the TAG Heuer Connected watch – reveal a new dynamic in terms of both the performance touch and a completely transformed environment: TAG Heuer is currently the only watch brand to be able to communicate in the four different worlds Art, Lifestyle, Sport and Heritage.

Its partnerships, F1 Red Bull Racing Team, Monaco F1 Grand Prix, Indianapolis Indy 500, FIA Formula E… and the brand ambassadors, living football legend Cristiano Ronaldo, it-girl Cara Delevingne, American Quarterback Tom Brady, Australian actor Chris Hemsworth, DJs David Guetta & Martin Garrix, Chinese singer GEM and actor Li Yifeng… all reflect common core values of mental strength, disruptive attitude and ambition. The brand’s motto #DontCrackUnderPressure is far more than a command – it is a mindset.