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Published
Apr 12, 2022
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TAG Heuer opens second London standalone with Covent Garden debut

Published
Apr 12, 2022

Luxury watch brand TAG Heuer has opened a standalone boutique in London’s Covent Garden. It becomes the second standalone boutique in the capital, joining its flagship on Oxford Street.


TAG Heuer's new Covent Garden boutique


The 82 sq m boutique on James Street features contemporary design notes including touches of racing grey, glass and polished mirror finishes. Decorating the boutique are artwork and objects “that welcome visitors to discover the heritage and partnerships of the brand”. These including videos of tennis player and brand ambassador Naomi Osaka, plus campaign imagery of  brand partner Porsche.
 
The new space also presents the latest innovations including the TAG Heuer manufacture Heuer 02 movement, special editions and haute horology timepieces.

And the boutique offers a selection of the brand’s heritage timepieces, including the Autavia – which this year celebrates its 60th anniversary.
 
The store will also offer specialist Connected Calibre E4 services including interactive displays, enabling visitors to explore its breadth of wellness and sporting functionalities.
 
Rob Diver, managing director of TAG Heuer UK and Ireland, said: “As TAG Heuer already enjoys very high levels of awareness all over the capital, we look forward to building on this even more by showcasing the best of TAG Heuer and welcoming clients into this new boutique.”
 
With the high-end jewellery and watch sector continuing to take advantage of a boom in demand, especially since the end of the pandemic lockdowns, TAG Heuer has been on a busy expansion run. In February, it opened a major space within Harrods’ Fine Watches room on the London, Knightsbridge department store’s ground floor and has tied up with a number of jewellery retailers to expand its regional UK offer.
 

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