World’s First Unveiling of TAG Heuer’s New Retail Concept

Last night in Sydney, TAG Heuer took the opportunity to present, for the very first time globally, its new retail design concept TAG Heuer with its Sydney Flagship store with a glamorous, star studded event at its landmark Pitt Street Mall address. 

A new look and feel for the iconic luxury brand. 

The  eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism made of components layers, and reflect the concepts of performance, innovation and avant-garde spirit, as well as its mindset #DontCrackUnderPressure. 

Using a succession of strata to break up the walls with giants visuals of the brand's ambassadors, it creates an entirely vibrant way of showcasing its products. 
Made of aluminium in reference to technicity and extreme precision, 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. Developed by TAG Heuer's in-house design and architectural team in Switzerland, it perfectly illustrates the brand's realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage.

"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. 

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 priority markets with further expansion to take place in the future."says Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division.