entrally located on vibrant Bahnhofstrasse, the new 100 square-meter space was designed to express the brand’s values of passion for action, mental strength and high performance through a stunning new design concept.
“We are thrilled to open our doors in such a landmark location in Zürich, a strategic city for TAG Heuer, with a knowledgeable and dynamic watch clientele, where we see a lot of potential for the brand. With this first iteration of our new store design we look forward to offering our local and international visitors an immersive and memorable journey into the different territories of our brand as we introduce them to our distinctive watch collections,” explains Paolo Ciarlariello, Chief Commercial Officer of TAG Heuer.
The result is a sleek and immersive contemporary interior which evokes a suspended second, in subtle tones of grey, chrome, black, light blue and sandstone, contrasting with touches of the iconic Heuer and TAG Heuer red. The idea of a decisive moment in time comes to life through accentuated perspective lines, dashes of light strips and suspended window displays that seem to float mid-motion.
The brand’s iconic watch lines, TAG Heuer Monaco, Autavia, Aquaracer, Formula 1, Link, Connected and of course Carrera, are each presented on unique backdrops patterns which represent their heritage. The materials selected for the new layout were sourced for 90% in the EU with a commitment to responsibility, achieving 60% of recycled or easily recyclable materials.
The spirit of motor-racing, core to TAG Heuer’s history and values, is seamlessly infused throughout the space from the main fittings to the discreet product fixtures. The glossy black main window display is carved to echo the front wings of a race car, while the central counter is a reimagined eight-cylinder engine inspired by the TAG Heuer shield logo, and the individual watch stands are shaped after an intake valve.
Finally, a corner sitting area invites customers to dive deeper into TAG Heuer’s incredible legacy with visuals, books and memorabilia that pays homage the brand’s impressive 160-year heritage of precision engineering, bold technological breakthroughs and thrilling sporting milestones.
Open since late December 2020, the new TAG Heuer Zurich offers local and international clientele an expertly curated selection of timepieces, including the legendary square-cased TAG Heuer Monaco, the newly released TAG Heuer Carrera steel chronographs or the visionary third generation TAG Heuer Connected watch. And exclusive to the Zurich and Geneva boutiques is the recently unveiled limited edition 18k gold Carrera chronograph designed in tribute to its creator and former CEO Jack Heuer.