Swiss watchmaker TAG Heuer recently celebrated the unveiling of its Sydney Flagship store with a glamourous, star studded event at its landmark Pitt Street Mall address.
With the newly refurbished store, TAG Heuer took the opportunity to present, for the very first time globally, its new retail design concept – a new look and feel for the iconic luxury brand. The likes of Jamie Durie, Torah Bright, Erin Holland, Danielle Cormack, Lauren Eagle, Angela Bishop and more toasted to the new look store with Veuve Cllicquot whilst enjoying mouth-watering canapes and the soundscapes of DJ Lauren Mac.
The event also celebrated the arrival of the newly released, full ceramic female Aquaracer, a lady’s sports timepiece inspired by the aquatic world offering unrivalled reliability and suitability to dress-up or dive-deep.
Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique perfectly illustrates the brand’s realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage. The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.
The TAG Heuer shield reinterpretations continue to the interior of the 96m² boutique. The monotones of TAG Heuer greys and blacks perfectly compliment the use of stone which is a reference to the brand’s Swiss roots of heritage and craftsmanship, whilst the mix of traditional and innovative materials embodies the brand’s spirit creating a vibrant showcase of the TAG Heuer collection.
“Continuing our residence in one of Australia’s best shopping addresses with the world’s first unveiling of TAG Heuer’s new retail concept marks yet another milestone in the brand in Australia, especially given the presence of such immense local demand for what the brand offers”, says Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division.
Biver continues, “Australia constitutes one of TAG Heuer’s largest and most dynamic markets. We have developed the brand in the region since the 1980’s in a spectacular way, which today makes TAG Heuer the leading Swiss watch brand in the “affordable luxury” time-piece category. Australia remains one of our top priority markets with further expansion to take place in the future.” “No tradition, no innovation. No innovation, no future”. This is Mr Biver’s motto.
The new TAG Heuer Flagship at Westfield Sydney continues TAG Heuer’s dynamic retail development strategy in Australia, which saw the opening of a new Flagship in Melbourne’s new luxury precinct, St Collins St in May, and will see the first Flagship for TAG Heuer open in the Gold Coast in the newly redeveloped Pacific Fair shopping precinct in November, with another Boutique to follow in Australia in early 2017.
Pierre Blouin, TAG Heuer’s new General Manager for Australasia says “We are excited by the opening of our state of the art Flagship Store in Pitt St Mall. The store celebrates a new benchmark for avant-garde design and offers a dynamic experience for our customers to discover the universes of TAG Heuer. Together with our existing Brisbane Flagship store, the multi-million dollar investment across three new Flagship stores in 2016 demonstrates TAG Heuer’s commitment to retailing in Australia.”
by Arrnott Olssen
Editor Rogue Homme