TAG Heuer opens its boutique in Monaco

It is in the heart of the city of Monaco, in the shopping center Le Métropole, that TAG Heuer inaugurated its brand new boutique, with Bianca Senna, the niece of Ayrton Senna, the chef Juan Arbelaez, a friend of the Brand and Audion Aubery, the manager of the shop.

Symbol of luxury, exclusivity, prestige. It is in the heart of the city, in the shopping center Le Métropole, that TAG Heuer opened the doors of its new shop. An invitation to discover the universe of the brand "Suisse Avant-Garde since 1860".

The design, based on the triangle of the TAG Heuer shield, is available from the front to the shop windows and displays inside, in shades of gray, light, dark, smooth, perforated. This superposition of layers refers to the mechanism of watches. The red keys remind of the brand's attachment to the world of Motoracing.

For Monaco, it is also the most glamorous and most mythical of the Grand Prix of F1, of which TAG Heuer is Official Chronometer since 2011. An historic city for the watchmaker house that accumulates the greatest number of champions of the Grand Prix of Monaco: Niki Lauda, ​​Jody Scheckter, Alain Prost, Ayrton Senna, Mika Häkkinen, David Coulthard, Kimi Räikkönen, Fernando Alonso, Lewis Hamilton, all ambassadors of TAG Heuer in their day and who crossed the checkered flag.

The year 2017 celebrates the 30th anniversary of the first victory of Ayrton Senna in Monaco. For the occasion, TAG Heuer had the honor of welcoming Bianca Senna, the niece of the champion of racing. She was present at the inauguration to unveil in preview the new watches Senna special editions. Two Formula 1 racing colors, red and black, one of which is available in chronometer version, as well as a Carrera Heuer 01, TAG Heuer's house chronograph, with a 45mm case in black PVD steel, Ceramic bezel and skeleton movement. They all carry the famous "Legend" bracelet with the S-shaped mesh, the one adopted at the time by Ayrton Senna.

In the end, the new boutique in Monaco embodies the image of the brand, tradition and taste for innovation, precision and avant-garde spirit. A new universe where natural materials blend harmoniously with technical subjects to offer, in a warm atmosphere, a unique experience for a demanding international clientele.