The 39 square meter site is located in the city’s Westgate Centre, and features a contemporary interior decorated with the colours of the Tag Heuer brand.
The boutique will feature over 150 timepieces that are available for purchase, including Tag Heuer’s newest launches, such as the Tag Heuer Connected watch, as well as its heritage pieces.
In addition to its third generation Connected Watch, the boutique will also feature models from the Carrera, Aquaracer, Monaco, Formula 1, Link and Autavia collections.
The Oxford boutique will be the first of three Tag Heuer boutiques to open in the coming weeks, with Watches of Switzerland bringing its total monobrand offering with the watch brand to 11 boutiques within the group.
Rob Diver, managing director of Tag Heuer UK and Ireland, said: “This is an exciting time for TAG Heuer as we look to grow our retail offering and increase our activity around the UK.
“TAG Heuer enjoys very high levels of awareness all over the country, and we’re delighted to be building on this and bringing our customers in Oxford the full TAG Heuer experience.”
He added: “Even in these uncertain times we believe that there will always be a place for quality stores giving an immersive TAG Heuer experience to our customers.
“The new TAG Heuer boutiques will showcase the best of TAG Heuer and the best of this fruitful partnership”
Brian Duffy, Watches of Switzerland group CEO said: “We are delighted to announce the opening of this beautiful contemporary TAG Heuer boutique in Oxford and excited to see The Watches of Switzerland and TAG Heuer partnership grow from strength to strength.”