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Published
Jun 26, 2020
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Watches of Switzerland opens new UK boutique for Tag Heuer

Published
Jun 26, 2020

New store openings have been on hold for months now and the usual succession of opening announcements dropping into our inboxes has all but dried up. However this week, in a sign of the slow return to normality, Watches of Switzerland has announced the opening of a new Tag Heuer boutique in Oxford.


Watches of Switzerland/Tag Heuer



It’s at The Westgate Centre and comprises a 39 sq m space “that represents the DNA of Tag Heuer,” we’re told. 

The boutique offers a “contemporary interior with tones of grey and dashes of Tag Heuer’s iconic red, reflective of the brand’s motoring heritage”.

It’s offering more than 150 timepieces, including the newest launches, such as the third-generation Connected watch, as well as heritage pieces. Included are models from the Carrera, Aquaracer, Monaco, Formula 1, Link and Autavia collections.

The boutique is the first of three Tag Heuer locations to open in the coming weeks, which means Watches of Switzerland is bringing its total monobrand offering with the brand to 11 boutiques.

Rob Diver, MD of Tag Heuer UK and Ireland, said: “This is an exciting time as we look to grow our retail offering and increase our activity around the UK. Tag Heuer enjoys very high levels of awareness all over the country. Even in these uncertain times we believe that there will always be a place for quality stores giving an immersive experience to our customers.”

But it’s not quite business as usual as the new boutique will follow the same approach of the wider Watches of Switzerland group with shoppers accommodated on a by-appointment-only basis for now.

The company said this new way of working will also enable it “to demonstrate the outstanding levels of personalised service for which it is world-renowned. Watches of Switzerland, Mappin & Webb, Goldsmiths and group-owned monobrand boutiques have been tailoring each client’s experience to their needs for hundreds of years, suggesting the company is extremely well positioned to meet the requirements of this uniquely challenging time”.

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