TAG Heuer Opens at Jewel Changi

Proudly announcing the opening of the latest TAG Heuer boutique at Jewel Changi. Managed in partnership with The Hour Glass, this brand-new boutique stands as a beacon of innovation and horological heritage.

The 976-square-foot boutique’s design, envisioned by TAG Heuer’s in-house design and architectural team based in Switzerland, melds the brand’s rich legacy with its avant-garde spirit. Its distinctive design expresses the brand’s core values that have set it apart since 1860: unparalleled precision, a zeal for action, and a dedication to innovation and technology, ensuring reliability and durability.

The boutique’s striking exterior welcomes guests with vast open windows, offering a glimpse into the brand’s latest offerings and pristine interiors. Upon entry, visitors are immersed in the world of TAG Heuer, featuring a range of watches from the TAG Heuer Carrera and TAG Heuer Monaco to the TAG Heuer Aquaracer.

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A symphony of grey hues, contrasted with luminous smoked mirrors and accented with elements of stone and wood, reminisce of the brand’s Swiss heritage. The impressive collections are showcased in contemporary displays and pedestals, allowing customers to appreciate the watches up-close at sleek counters. Sophisticated touches of blue mirror the iconic dial colour of the TAG Heuer Monaco from 1969, in a subtle tribute to the brand’s heritage.

Further elevating the TAG Heuer experience, the boutique also includes a lounge area, where enthusiasts can delve into the brand’s 160-year legacy, adorned with visuals, literature, and memorabilia that pays tribute to its achievements in precision engineering, audacious technological advancements, and illustrious moment in sports landmarks.

Béatrice Goasglas, Managing Director of TAG Heuer Asia Pacific, says: “The unveiling of our boutique at Jewel Changi is significant in the development of TAG Heuer’s retail expansion in Singapore. This innovative concept, steeped in our brand’s evolution, is meticulously designed for our discerning clientele. As they enter, they will not just see, but truly experience the spirit of TAG Heuer – a blend of our heritage and our progressive vision.”

Michael Tay, Group Managing Director of The Hour Glass, expressed his enthusiasm for this collaboration. “Our alliance with TAG Heuer goes beyond business; it’s about celebrating excellence and innovation. TAG Heuer has consistently pushed the boundaries of watchmaking, and with this modern boutique, we offer an environment that truly echoes what TAG Heuer embodies,” he says.

Discover the latest TAG Heuer watches at the TAG Heuer Jewel Changi boutique today.