The world of luxury watchmaking operates on a truly global scale, and this worldwide appeal is nowhere more evident than when one looks at the recent activities of Swiss luxury watch pioneer TAG Heuer. In the last month, TAG Heuer has opened two new boutiques in prominent locations across the world, and has also set in motion their largest ever ‘mobile museum’ to further promote their brand. TAG Heuer watches are widely acclaimed by horological connoisseurs, and are frequently seen around the wrists of esteemed celebrities; like Leondaro DiCaprio. DiCaprio was recently spotted at the 2014 British Academy Film Awards sporting his TAG Heuer Carrera 1887 watch (see left), but it is fair to say that it is TAG Heuer’s wider brand activity that has been making headlines as of late.
The first of two TAG Heuer boutiques to open in the last month, the new Paris premises, located on the Avenue Des Champs Elysées, has provided this iconic location with a new blend of contemporary design and treasured heritage. The boutique is situated within a building of genuine historic beauty, yet has managed to tastefully balance this heritage with modern glass and marble to create a new benchmark in beauty for horological boutiques across the globe. This enthusiastically received development measures 120 square metres in size, and manages to amass a comprehensive range of TAG Heuer product lines within its luxurious boundaries.
Not content with the new Paris boutique alone, TAG Heuer also invited a huge assortment of celebrities and elite persons to celebrate their freshly unveiled flagship boutique in New York. Cameron Diaz, whose personal favourite timepiece is the full diamond bezel TAG Heuer Link watch (see right), joined the assemblage for a commemorative evening that began in the new flagship store, before moving onwards to the nearby Museum of Modern Art. Guests were given the opportunity to view an original painting of brand ambassador Steve McQueen at the former location, and were also allowed to marvel at an extensive collection of historic Tag Heuer timepieces as well.
Pursuing worldwide development at an almost breathless rate, the largest ever TAG Heuer mobile museum has now been launched to bring the brand’s legacy and watchmaking expertise to an even wider audience. Beginning in Kuala Lumpur, this colossal travelling structure displays a range of exhibits that span the entirety of TAG Heuer’s history, and is set to frequent Shanghai, Beijing, Hong Kong, Seoul and numerous other locations in the United States before its eventual conclusion. This unique spectacle is expected to remain static for only 10 days at a time, and undoubtedly showcases TAG Heuer’s ambitious designs with regard to their global target market.
Despite this impressive worldwide project, TAG Heuer has also not forgotten its influence on British soil either, and at least one new flagship boutique has been announced for London soil in the near future. With TAG Heuer clearly riding the crest of a wave, and with their brand name now more celebrated than ever, one can only hope that their forthcoming timepieces will live up to the peerless benchmark laid down by their extraordinary international expansion. At Banks Lyon, we have a stunning range of TAG Heuer watches available for you to peruse, and await their approaching releases, especially their Baselworld exhibits, with anticipation. We are proud to be an official stockist for TAG Heuer, so call us on 01524 38 48 58 for any further information you require.
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