Since 1860, when Edouard Heuer founded his watchmaker’s workshop in the Jura Mountains of Switzerland, TAG Heuer has carved out a reputation for itself as a timepiece brand committed to style and innovation for the individual who embraces challenges. Their influence has been reflected in everything from the Formula 1 racetracks to the timepiece industry’s move towards luxury connected watches.
Earlier this month, the Swiss luxury watchmaker opened its first Canadian flagship at Toronto’s retail juggernaut, Yorkdale Shopping Centre. Continuing the luxury industry’s migration to the Great White North with the opening of new flagships and extensive renovations of existing locations, TAG Heuer is among the latest to make the move to Canada, and watch enthusiasts have much to be excited about.
The boutique features design elements that pay tribute to the spirit and history of TAG Heuer. Outside of the brand’s core collection, novelties on display include the Carrera Heuer 02 Tourbillon, new green-dial Aquaracers, as well as the iconic Monaco, which celebrates its 50th anniversary this year.
“We are very happy to open our first store in Canada after 35 years in the market. During this time, we have experienced tremendous organic growth and we are excited to now offer our own standalone boutique. TAG Heuer is investing in retail more than ever to ensure we are engaging with our customers through exceptional service and a rich brand experience,” remarked North American President, Benjamin Beaufils. “This is an important milestone for us as we keep growing our retail network and consolidate our presence in Toronto.”
To kickoff the opening, TAG Heuer hosted a mix of media, influencers, and VIP clients at the new location with an official ribbon cutting ceremony. Guests were greeted upon arrival with a custom TAG Heuer IndyCar display before entering and mingling over champagne and hors d’oeuvres as they explored the store and the brand’s latest wares.
Photos: George Pimentel