// Tag Heuer reopens its London Oxford Street flagship boutique
// The 102sqm store has been given a motor-racing makeover to celebrate the brand’s history
Tag Heuer has reopened its flagship boutique on London’s Oxford Street with a makeover inspired by the brand’s motor-racing history.
The 102sqm space, which first opened more than five years ago, draws inspiration from the luxury Swiss watchmaker’s Monaco and Carrera collections.
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To spotlight its racing history, tall contemporary bookcases showcasing the brand’s memorabilia are located around the store and is joined by a 3D mould of a Porsche Carrera that hangs in the middle of the boutique.
UK and Ireland managing director Rob Diver said “Oxford Street is an iconic retail destination where, since 2017, TAG Heuer has proudly established its London flagship.
“We already enjoy very high levels of awareness across the capital, having also opened stores in Covent Garden and Harrods last year, and we look forward to showcasing the best of TAG Heuer in a boutique that reflects the values, heritage and design codes of the brand in an unparalleled way.”