Glasgow-based jeweller Rox has been appointed as an authorised dealer by TAG Heuer for its Newcastle store.
The business, which has six stores in Glasgow, Edinburgh, Aberdeen, Newcastle and Leeds, has worked with TAG Heuer’s stablemate Hublot for five years and Zenith since 2017.
“We started with Hublot five years ago, launched Zenith last year and now I am pleased to announce that we are going to be working with TAG Heuer this year, which is one of the top five brands in the UK. We will be launching it in Newcastle at the beginning of March,” Mr Keogh reveals.
“That brings us firmly within the LVMH family now. It is a group that we have real synergies with as a retailer. We understand their way of working. We love their approach, their innovation, their combination of tradition as well as the future,” he adds.
Landing TAG Heuer is a significant milestone for Rox, which has been building a significant portfolio of prestige Swiss watch brands, without securing one of the top five of Rolex, Patek Philippe, Cartier, Omega or TAG.
It is reward for the success Rox has bought to LVMH’s lesser-known brands Hublot and Zenith, and also to recent additions Audemars Piguet, Tudor, Bremont and Chopard.
TAG Heuer is a good fit for Rox, which has a younger customer base than some of its competitors. “We do attract the younger consumer as a brand. 50% of our business is engagement rings and bridal, so we work all the time with those younger consumers. There has always been the need for us to offer that cool starting watch from the Swiss universe, which is TAG Heuer. It is the first watch people really treasure and aspire to own when they are young,” Mr Keogh describes.
Rox is not authorised to sell TAG Heuer in its home city of Glasgow, where it competes with over 30 other jewellers including Mappin & Webb, Chisholm Hunter and Laings in the city’s Argyll Arcade. Laings recently converted one of its units into a dedicated TAG Heuer shop almost opposite the Rox flagship.