TAG Heuer, the renowned Swiss watchmaker known for its luxury timepieces, has recently unveiled the newly renovated flagship boutique located on London’s famous Oxford Street. Spanning over 102 square meters, the boutique has undergone a redesign that pays homage to the brand’s rich motor-racing heritage, drawing inspiration from its iconic Monaco and Carrera watch collections.
The revamping of the boutique was carried out by TAG Heuer’s own in-house design and architectural team based in Switzerland. They have crafted a minimalist design concept, with a color palette consisting of deep blue, grey, white, and racing red. This marks the first major renovation of the boutique since its opening more than five years ago.
The boutique now showcases a modern linear theme, with three backlit arches seamlessly integrated into brick walls. Tall contemporary bookcases are prominently displayed, showcasing brand memorabilia and adding to the overall aesthetic appeal. Additionally, an eye-catching partition made from angular wooden tiles featuring the TAG Heuer shield further enhances the space. The upstairs area of the boutique has also undergone a redesign, matching the deep blue color scheme found on the ground floor.
An intriguing feature of the boutique is an installation by artist Lois O’Hara, which takes the form of a vibrant Porsche 3D mold suspended in the center of the store. This concept follows the footsteps of other flagship boutiques in cities such as Tokyo, Shanghai, and Dubai, where TAG Heuer collaborates with local artists to create Porsche Carrera designs that embody the unique culture of each city.
Visitors to the renovated boutique will find an extensive selection of TAG Heuer’s latest timepiece offerings, including popular collections like Aquaracer and Carrera. Additionally, the brand’s latest collection, the TAG Heuer Connected Calibre E4, can be explored at standalone displays situated at the front of the boutique.
Rob Diver, the Managing Director UK & Ireland at TAG Heuer, expressed his enthusiasm for the reopening of the Oxford Street flagship. He emphasized that the location holds iconic status as a retail destination and that TAG Heuer takes pride in having established its London flagship there since 2017. Diver also highlighted the brand’s success and recognition in the capital, with recent store openings in Covent Garden and Harrods.
With its revamped design and updated product offerings, TAG Heuer’s Oxford Street boutique aims to captivate both watch enthusiasts and fashion-conscious consumers seeking a luxurious shopping experience.
Useful links:
– TAG Heuer Official Website
– TAG Heuer Store Locator
