For months, the jewel in TAG Heuer‘s Sydney crown has been hidden away from the public but at long last, it has been uncovered. The Swiss luxury watchmaker has finally opened its new Sydney flagship boutique on the corner of Pitt and Market Street, offering fans a refreshed experience in a bold new setting.
At a star-studded event on Thursday evening, newly appointed TAG Heuer CEO Julien Tornare joined global brand ambassador, Patrick Dempsey and general manager of Australia and New Zealand, Van Mulryan, to cut the ribbon on the new 114 square-metre boutique. According to Mulryan, the new showroom was envisioned by the in-house design and architectural team in Switzerland, resulting in a completely transformed property.
“We’re so proud to reopen our Sydney boutique after a complete transformation, bringing to life our new avant-garde design,” she said. “Sydney has been recognised as the leading boutique globally, so we couldn’t be more excited about this elevated space for visitors to immerse themselves in the TAG Heuer world.”
As one of the most successful TAG Heuer boutiques in the world, the Sydney showroom marks a pivotal component in the brand’s ongoing global growth. As Mulryan told guests at the launch, the goal was always to elevate the experience and offer a full ‘360-degree approach’.
Inside the sprawling boutique, TAG Heuer fans will find a revitalised design aesthetic that echoes the Swiss maison’s key values. Large open windows provide a look into the inner workings of the showroom, while the grey hues and luminous smoked mirrors are playfully offset with touches of stone and wood, which TAG Heuer describes as a nod to its Swiss heritage.
Watches are showcased on contemporary displays and pedestals, providing customers with a complete look at contemporary lineups such as Monaco, Carrera, Aquaracer, and Connected watches. There is also a lounge area where watch lovers can learn more about the brand’s legacy and technology.
The new TAG Heuer Sydney flagship boutique opened to the public in late February. The 114-square-metre boutique is located on the corner of Pitt Street and Market Street in the heart of the CBD. For more information on the new showroom and to view the latest TAG Heuer releases, visit the watchmaker’s official online boutique.
