Swiss Watchmaker TAG Heuer celebrated the re-opening of its flagship boutique in The Dubai Mall with a two-day event on October 30 and 31.
One of three prestigious TAG Heuer flagship boutiques in the world, along with New York City’s 5th Avenue and Les Champs Elysees in Paris, the re-opening took place over two days. The renovated flagship boutique has a striking atmosphere that is aligned with TAG Heuer values: passion, creativity and reliability. The design combines 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.
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.
The event also saw the brand construct a Gaming Arena in the Gold Souk Atrium adjacent to the boutique where 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.
TAG Heuer is located in The Dubai Mall. Tel: +971 43398555