I wonder how the likes of Watches of Switzerland Group, Beaverbrooks and family independents, which have been rapidly rolling out franchised TAG Heuer boutiques over the past few years, feel when the brand comes up with a new design concept for their stores.
Not only are they second in the queue behind TAG Heuer’s internal boutiques for the hottest limited edition watches (although ahead of multibrand stores), they now need to start planning for refurbishments if they want to keep pace with the latest look and feel that the watchmaker has moved to with a new flagship on New York City’s Fifth Avenue.
I suppose it was ever thus.
At just over 1,000 square feet, the Manhattan boutique is bijoux by the standards of many recent flagship openings, and introduces the newest retail concept developed by TAG Heuer’s in-house design and architectural team in Switzerland.
It is designed to blend sleek modernity with elements that pay homage to TAG Heuer’s rich heritage and motorsport history.
A palette of deep blues with pale parquet flooring and modern metallic finishes are used to complement a number of key TAG Heuer collections including the 60th anniversary versions of the Carrera chronograph.
The space uses interactive technology and multimedia displays to take customers on an immersive journey into the world of TAG Heuer, particular into Formula 1 and the current world championship-leading Red Bull team that is sponsored by the watchmaker.
There is also a VIP nook for more intimate consultations.
From the street, the boutique at at 645 Fifth Avenue between 51st and 52nd street has a towering façade in a striking black with modern metal panels and illuminated branding.
“We are thrilled to reveal our new outpost on this famed luxury shopping destination in New York City,” says TAG Heuer CEO, Frédéric Arnault.
“To be located among iconic landmarks in the heart of this historic city is an important moment for the brand, and underscores our commitment to serving our discerning clientele and delivering the most exceptional retail experience in every aspect of the client journey. This is yet another exciting opening in our aggressive retail expansion in the Americas.”
