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Published
Feb 18, 2022
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TAG Heuer opens new Harrods boutique

Published
Feb 18, 2022

Tourists may not yet have returned to London’s luxe department stores in large numbers, but brands aren’t allowing that to hold them back. Luxury watch brand TAG Heuer has opened a major space within Harrods’ Fine Watches room on the London, Knightsbridge department store’s ground floor.


TAG Heuer


The attention focused on the ‘boutique’ underlines the brand’s upbeat outlook for the luxury watches market in London as the recovery sets in. 

Spread over 30 sq m, the boutique space’s design features contemporary notes, such as sleek grey furnishing and touches of polished mirror, to “echo the modern spirit of the luxury Swiss watchmaker”.

TAG Heuer, which has worked with Harrods for over 20 years, is developing the partnership with the new space presenting its “very latest innovations” including the Heuer 02 movement, special editions, and haute horology timepieces “that represent the very best in high-end watchmaking”.

It will also feature a selection of the brand’s heritage timepieces, including the Autavia, which this year celebrates its 60th anniversary, and the new Connected Calibre E4, which will be available from 10 March. The boutique will offer specialist Connected Calibre E4 services “enabling visitors to discover its breadth of wellness and sporting functionalities”.

“We have enjoyed an incredibly strong relationship with Harrods for many years, and together we have taken this step to showcase the best of TAG Heuer in a beautiful new boutique in an unparalleled environment,” said Rob Diver, managing director of TAG Heuer UK and Ireland.

Beth Hannaway, Head of Fine Watches & Jewellery at Harrods, added: “We’re excited to now launch the latest chapter in [our] partnership with a newly expanded corner, creating an interactive world of TAG Heuer.”

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