TAG Heuer officially cut the ribbon on its first UK flagship boutique on London’s Oxford Street on Friday.
The company’s brand ambassador, supermodel Bella Hadid, joined Rob Diver, managing director for TAG Heuer Europe to do the honours.
“We are honoured to have Bella Hadid, TAG Heuer ambassador open this flagship. She is a true fashion icon and inspires so many young people through her work, and truly embodies the TAG Heuer brand motto “Don’t Crack Under Pressure!” said Mr Diver.
“I really love my Link Lady Limited Edition, as diamonds go with everything! It is very bold and versatile watch,” said Ms Hadid. “It’s really exciting to be here today with TAG Heuer, London is one of my favorite cities. We have created a beautiful campaign together and it is amazing to see it come to life and for everyone to experience the brand story,” she added.
The decoration of the boutique, based on the triangle of the TAG Heuer shield, has been applied from the façade to the store windows and inside displays, in shades of pale and dark grey and in smooth and perforated materials. These overlapping layers are a reference to a watch mechanism. The touches of red evoke the brand’s attachment to the world of motor racing.
The 75sqm space houses over 300 exclusive TAG Heuer watch models. From next year the showroom will be extended to a mezzanine floor, the company has said.