TAG Heuer, the Swiss avant-garde watchmaker, known worldwide for its high precision watches and chronographs, celebrated the re-opening of its flagship boutique in The Dubai Mall with a two-day event on October 30th and 31st.
The completely renovated flagship boutique has a striking atmosphere that is aligned with the TAG Heuer codes and patrimony: passion, creativity and reliability. The design combines luxury materials such as marble, leather and ebony stained oak with more technical ones such as black glass and blasted metal. The TAG Heuer shield is highlighted in the new architecture, complementing the surrounding design of The Dubai Mall and the Mashrabiya style of the adjacent Gold Souk. These architectural juxtapositions exemplify the avant-garde and contemporary characteristics that are central to the TAG Heuer DNA while the red tire prints on the windows bring to mind the brand’s new strategy and mindset of #DontCrackUnderPressure.
Inside the new boutique, the latest TAG Heuer collections are on display for the occasion alongside an Haute Horlogerie exhibition with pieces from the TAG Heuer museum in Switzerland. The VIP Area of the boutique is newly outfitted with a bibliotheque highlighting a few exclusive items from TAG Heuer’s DNA and history.
Mr. Kolia Neveux, General Manager of TAG Heuer Middle East said, "I am honored to be part of the re-opening celebration of the TAG Heuer Flagship Boutique in The Dubai Mall. The store is a testament to the success and notoriety that TAG Heuer has achieved in the region. The new boutique is modern, technologically-advanced, and aligned with the brand’s cutting-edge and sport-inspired philosophy."
For the two day event which took place on October 30th and 31st, TAG Heuer constructed a Gaming Arena in the Gold Souk Atrium adjacent to the boutique. TAG Heuer clients, visitors to the boutique and fans were encouraged to participate in games and contests.
The “Don’t Crack under Pressure” Gaming Arena included a Batak exercise which is used by professional race car drivers to improve their hi-speed reaction. The fastest Batak challenger won a “meet and greet” with Formula 1 champion Jenson Button and will be personally given a TAG Heuer timepiece during the upcoming Abu Dhabi Grand Prix. The second and third place winners, who were announced on the TAG Heuer Middle East Facebook page, will also receive timepieces.
Additional games and challenges in the TAG Heuer Gaming Arena included a skyelectric challenge and a “selfie backwall” which allowed fans to interact with the brand on social media using the hashtags: #tagheuer #tagheuerme #dontcrackunderpressure.
The newly reopened TAG Heuer Flagship Boutique in The Dubai Mall is one of three prestigious flagship boutiques in the world along with NYC 5th Avenue and Les Champs Elysees in Paris. The boutique offers the connoisseurs of prestigious craftsmanship an additional new "must visit" destination.