TAG Heuer Celebrates Its Revamped Sydney Flagship Boutique

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Swiss watchmaker TAG Heuer unveils its refurbished Sydney Flagship store at Westfield Sydney.

A new look and feel characterises the refurbishment of TAG Heuer’s highly successful Sydney store at Westfield Sydney, with a new retail design concept that will be rolled out globally debuting first at the Pitt Street mall location.

To celebrate, the iconic Swiss brand held a soiree in Sydney last night with celebrities including Jamie Durie, Torah Bright, Erin Holland, Danielle Cormack, Lauryn Eagle, Angela Bishop and race car driver Fabian Coulthard attending.

DJ Lauren Mac provided the soundtrack as guests took a more detailed look at the revamped boutique, which emphasises TAG Heuer’s four areas of expression: sport, lifestyle, art and heritage. The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.

“The store celebrates a new benchmark for avant-garde design and offers a dynamic experience for our customers to discover the universes of TAG Heuer,” said Pierre Blouin, TAG Heuer’s new General Manager for Australasia. “Together with our existing Brisbane Flagship store, the multi-million dollar investment across three new Flagship stores in 2016 demonstrates TAG Heuer’s commitment to retailing in Australia.”


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Jake Welch and Torah Bright