InternationalProduct Launches

Bella Hadid opens new TAG Heuer concept boutique in Japan

As part of the opening Hadid tested the store’s new features including ‘TAGs’, the brand's new connected displays

Model and brand ambassador Bella Hadid has launched Tag Heuer’s new boutique concept in the Ginza district of Tokyo.

TAG Heuer said it is “reinventing the customer boutique experience”, by unveiling the very first completely modular, fully connected store. To mark the occasion Jean-Claude Biver, CEO of TAG Heuer, invited Hadid to immerse herself in Japanese culture.

She joined Shido Nakamura, one of the country’s most popular Kabuki actors, to take part in the traditional opening ceremony, which consists of breaking open the lid of a sake barrel.

TAG Heuer says the revolutionary concept is a first in the world in watchmaking, offering the customer full immersion in the brand universe thanks to the omni-channel boutique purchasing experience.

Biver, commenting on the new concept, said: “Now, more than ever, luxury equates to authenticity, simplicity, space and time. At TAG Heuer, we translate this as individuality, quality, service and exclusivity. “This new boutique concept is perfectly in line with the avant-garde spirit of the brand. The Ginza boutique is the perfect setting to showcase this innovation, since ensuring excellence in customer service is firmly rooted in the local culture of Japan.”

As part of the opening Hadid tested the stores new features including the iTAGs, the brand’s new connected displays which allows the customer to select his or her favourite models, browsing by either the brand’s themes or product collection. The iPad and the iTAG, then bring the watches on a pivoting support to appear instantly lit up on the display.

Customers can then also transfer their selection to a mobile device, which allows them to extend their purchasing experience outside of the store when they log into TAG Heuer’s website.

“This new boutique is truly amazing. The watches are so easy to access, which makes purchasing the watch so much simpler. It’s great fun to be able to select the watches so easily just using the iPad,” said Hadid.

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