Swiss watch brand TAG Heuer already generates 15% of its revenue through its network of nearly 145 stores worldwide. In 2012, the iconic Swiss watch brand continues to build up its direct distribution with the opening of 3 new stores in Switzerland: Lucerne, Zürich and Geneva.

With 4567 points of sales worldwide and nearly 140 stores appearing in hotspots like Tokyo’s Ginza, Hong Kong’s Times Square, Westfield in London, Tverskaya in Moscow, Ion in Singapore and the Dubai Mall – a third of them opening in the last two years – the brand has gained visibility in the world’s largest cities. TAG Heuer is forging ahead with its policy of expanding direct distribution operations with the opening of three new stores in Switzerland.

Previously missing from the map of TAG Heuer stores, Switzerland opened its first 900 sq ft TAG Heuer store in Lucerne at the end of April 2012, in association with Bucherer Handels AG, followed in May by a modular pop-up store of 215 to 645 sq ft at Zurich airport with Türler. Finally Geneva will see the opening of a 680 sq ft TAG Heuer store towards the end of the year.

All the stores will boast an atmosphere mirroring the brand’s values of performance, passion and prestige. This timeless concept has been developed by the celebrated architect Eric Carlson from the CARBONDALE architecture agency. He is also the creator of the TAG Heuer 360° museum, inaugurated in 2008, which exhibits over 150 years of watchmaking innovations.

These new TAG Heuer stores will showcase the brand’s diversity while underlining its unique character thanks to the use of prestigious and innovative high-end materials such as ceramic, wood, brushed steel and aluminum bronze. Like a chest of treasures, they will display TAG Heuer’s latest watch creations, with a dedicated themed space for each emblematic product line: GRAND CARRERA, CARRERA, MONACO, AQUARACER, LINK and FORMULA 1. An area specially dedicated to women will be highlighted with the presentation of the new LINK LADY collection.

The Lucerne and Geneva stores will also provide visitors with exclusive access to the brands Lifestyle collection of accessories (jackets, bags, belts, etc.) as well as TAG Heuer eyewear and the Meridiist line of luxury mobile phones and smart phones designed by TAG Heuer.