TAG Heuer opens reimagined Oxford Street flagship

By

Nigel TAYLOR

Published
May 1, 2023

Luxury Swiss watchmaker TAG Heuer has reopened its flagship boutique on London’s Oxford Street, with the space “reimagined to capture the motor-racing DNA of the brand”.

The 102 sq m boutique was conceptually developed by the brand’s in-house design and architectural team in Switzerland, “drawing inspiration its avant-garde spirit and from the Monaco and Carrera collections, which are celebrated for their motoring history”.

The minimalist redesign, the first revamp since it opened over five years ago, combines the signature deep blue colour – a reference to TAG Heuer’s square-faced Monaco watch – together with a palette of grey, white and racing red. 

A modern linear theme runs throughout the space, which features three backlit arches set into the boutique’s brick walls, tall contemporary bookcases presenting memorabilia from the brand, and a partition of angular wooden tiles on which the TAG Heuer shield is displayed. The bar upstairs has also been reimagined in parallel with the ground floor space in the same shade of deep blue.

It also features a bold installation by artist Lois O’Hara in the form of a vibrant Porsche 3D mould that hangs in the middle of the boutique. This continues a concept that is unique to flagship boutiques such as in Tokyo, Shanghai and Dubai, where TAG Heuer works with a local artist to redesign the shape of the Porsche Carrera in a way that resonates with the culture of the city.
 
This boutique offers an extensive range of the brand’s latest timepieces including the Aquaracer and the Carrera. At the freestanding displays located at the front of the boutique, visitors can also experience its latest collection — TAG Heuer Connected Calibre E4.

Rob Diver, Managing Director UK & Ireland at the label, said: “Oxford Street is an iconic retail destination where, since 2017, [we have] proudly established [our] London flagship. We already enjoy very high levels of awareness across the capital, having also opened stores in Covent Garden and Harrods last year.”