Founded in 1860 by Edouard Heuer at Saint-Imier, TAG Heuer is responsible for numerous advances in luxury watchmaking, especially in the areas of chronographs and extreme accuracy. It has been able to build on its active involvement in the world of motor sports and has become one of today’s most influential and coveted luxury watch brands.
With 4567 points of sales worldwide and nearly 140 stores appearing in hotspots like Tokyo’s Ginza, Hong Kong’s Times Square, Westfield in London, Tverskaya in Moscow, Ion in Singapore and the Dubai Mall – a third of them opening in the last two years – the brand has gained visibility in the world’s largest cities. TAG Heuer is forging ahead with its policy of expanding direct distribution operations with the opening of three new stores in Switzerland.
Previously missing from the map of TAG Heuer stores, Switzerland opened its first 900 sq ft TAG Heuer store in Lucerne at the end of April 2012, in association with Bucherer Handels AG, followed in May by a modular pop-up store of 215 to 645 sq ft at Zurich airport with Türler. Finally Geneva will see the opening of a 680 sq ft TAG Heuer store towards the end of the year. These locations make all the more strategic sense when you consider that travel retail represents 80% of Switzerland’s revenues today. A specially recruited and trained sales staff of 12 people, spread over these three stores, will assist and guide the clientele in their TAG Heuer purchases.
All the stores will boast an atmosphere mirroring the brand’s values of performance, passion and prestige. This timeless concept has been developed by the celebrated architect Eric Carlson from the CARBONDALE architecture agency. He is also the creator of the TAG Heuer 360° museum, inaugurated in 2008, which exhibits over 150 years of watchmaking innovations.
These new TAG Heuer stores will showcase the brand’s diversity while underlining its unique character thanks to the use of prestigious and innovative high-end materials such as ceramic, wood, brushed steel and aluminum bronze. Like a chest of treasures, they will display TAG Heuer’s latest watch creations, with a dedicated themed space for each emblematic product line: GRAND CARRERA, CARRERA, MONACO, AQUARACER, LINK and FORMULA 1. An area specially dedicated to women will be highlighted with the presentation of the new LINK LADY collection whose godmother is none other than Cameron Diaz.
The Lucerne and Geneva stores will also provide visitors with exclusive access to the brands Lifestyle collection of accessories (jackets, bags, belts, etc.) as well as TAG Heuer eyewear and the Meridiist line of luxury mobile phones and smart phones designed by TAG Heuer.