TAG Heuer Opens New York City Flagship Store

TAG Heuer has announced the opening of its New York City flagship store, located at 645 Fifth Avenue between 51st and 52nd Street. The brand unveiled the new boutique with TAG Heuer CEO Frédéric Arnault, who was joined by celebrity ambassadors Patrick Dempsey and Alexandra Daddario along with media, influencers and friends of the brand.

Now situated on one of New York City’s most prominent thoroughfares, the new flagship store is perched at the intersection hallmarked by some of the city’s most iconic landmarks, including St. Patrick’s Cathedral and Rockefeller Center. TAG Heuer has been situated on the luxurious shopping stretch of Fifth Avenue since 2014 when it first opened its New York City boutique on 54th street, and this new address with a bigger footprint and more prominent location will be a strategic retail post for the brand within the Americas.


Echoing the modern spirit of the brand, the flagship boutique boasts 1,106 square feet and features the newest retail concept – developed by TAG Heuer’s in-house design and architectural team in Switzerland, the stylish interior exudes sophistication and elegance, harmoniously blending sleek modernity with elements that pay homage to TAG Heuer’s rich heritage and motorsport history. From the street, the boutique’s tall façade is in a striking black with modern metal panels and illuminated branding.


Inside, custom buildouts are identified by clean lines, premium materials, and a curated colour palette of deep blues that complement TAG Heuer’s watch collections. TAG Heuer’s commitment to personalisation and custom-centric experiences is reflected in the boutique’s dedicated VIP Lounge for private consultations. Here, clients can engage with passionate sales associates for a tailored shopping experience. Throughout the boutique, clients will discover an extensive range of the brand’s latest and most iconic timepieces highlighting the Carrera, which this year celebrates its 60th anniversary with a number of exciting new novelties.

The newly design space also incorporates interactive technology and multimedia displays, offering visitors an immersive journey into the world of TAG Heuer. Situated in its own vignette, a large freestanding Connected Watch display invites visitors to experience the universe of the TAG Heuer Connected Calibre E4, the latest “smart” collection from the brand that has been pioneering the luxury connected sector since 2015.

“We are thrilled to reveal our new outpost on this famed luxury shopping destination in New York City,” says TAG Heuer CEO, Frédéric Arnault. “To be located among iconic landmarks in the heart of this historic city is an important moment for the brand, and underscores our commitment to serving our discerning clientele and delivering the most exceptional retail experience in every aspect of the client journey. This is yet another exciting opening in our aggressive retail expansion in the Americas.”

The grand opening of TAG Heuer’s new flagship boutique on Fifth Avenue marks a significant milestone for the brand and demonstrates its dedication to expanding its retail presence worldwide. By strategically positioning the boutique in the heart of New York City, TAG Heuer aims to captivate both local and international clientele, offering them a unique opportunity to discover the brand’s rich heritage and groundbreaking timepieces.


TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,860 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is headed up by Frédéric Arnault, CEO of TAG Heuer.

For 163 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical topwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco, and Autavia – and is rounded out with the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines.

Embodying TAG Heuer’s motto, “Don’t Crack Under Pressure,” are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.

See also: TAG Heuer Launches Two Connected Watches

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