Swiss watchmaker TAG Heuer has opened its first boutique on Australia’s iconic Gold Coast at the newly transformed world-class shopping destination, Pacific Fair. The stunning 153smq boutique is another opportunity for TAG Heuer to showcase its new retail design concept – a new look and feel for the iconic luxury brand that was first unveiled in Sydney with the relaunch of the iconic Sydney Flagship boutique on the corner of Pitt & Market St.
Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique perfectly illustrates the brand’s realignment whilst underscoring its 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 TAG Heuer shield reinterpretations continue to the interior of the boutique. The monotones of TAG Heuer greys and blacks perfectly compliment the use of stone which is a reference to the brand’s Swiss roots of heritage and craftsmanship, whilst the mix of traditional and innovative materials embodies the brand’s spirit creating a vibrant showcase of the TAG Heuer collection.
The new TAG Heuer Boutique at Pacific Fair continues TAG Heuer’s dynamic retail development strategy in Australia, which saw the opening of a new Flagship in Melbourne’s new luxury precinct, St Collins Lane in May, the relaunch of the newly imagined Sydney Flagship Store in July, the pop-up arrival to Chadstone shopping centre in Melbourne earlier this month (before the new Chadstone store opens in March 2017) and the newly refurbished Brisbane Flagship to be unveiled before the end of the month.
On December 3rd, TAG Heuer will host a VIP cocktail party to officially celebrate its new boutique at Pacific Fair together with its partnership as the Official Timekeeper of the PGA Championships at Royal Pines on the Gold Coast. VIP guests and media will be transferred from the new store to watch the action unfold on the 18th green from the Kirkwood Club at the PGA Championships. Among the guests will be celebrated Australian artist, Shannon Noll, who will appear at the TAG Heuer event before he headlines the live entertainment at the PGA on Saturday afternoon.