Melbourne’s New TAG Heuer store

Categories Events / Watches

TAG Heuer opens its new flagship store in Melbourne.

Swiss watch brand TAG Heuer recently cut the ribbon on its new Melbourne flagship store at the luxury retail precinct, St Collins Lane.

On ribbon-cutting duties were friends of the brand, Olympic Gold Medalist Lydia Lassila and Australian Rules Football legend, Collingwood’s Scott Pendlebury, along with Acting General Manager for TAG Heuer Australia, Bruce Grinter.


Following the official ribbon cutting ceremony and in homage to TAG Heuer’s “Don’t Crack Under Pressure” spirit, Olympic freestyle aerial skier Lydia Lassila took the ultimate pressure test, taking on the Batak simulator – a machine used by high performance athletes to test their reaction time, agility and peripheral vision.  Lydia set the benchmark for guests to beat in the “Don’t Crack Under Pressure speed challenge”.

The 137m² flagship, featuring a double-frontage façade on Melbourne’s prestigious Collins St is a perfect realisation of TAG Heuer’s avant-garde retail design concept. Developed by TAG Heuer’s inhouse design and architectural team, the design offers the perfect environment to discover the four universes of TAG Heuer: sport, lifestyle, art and heritage.

Ground Floor, St Collins Lane, 260 Collins St, Melbourne.