The 37 square metre space was opened in partnership with Tag Heuer, and its interior features grey and red themes and furnishings, reflective of the brand’s motoring heritage.
The boutique now features over 150 timepieces for purchase, including Tag Heuer’s newest launches, such as the Tag Heuer Connected watch, as well as a series of heritage pieces.
Alongside the third generation Connected Watch, the boutique will feature models from the Carrera, Aquaracer, Monaco, Formula 1, Link and Autavia collections.
The Watford boutique is the last of three Tag Heuer boutiques to open this summer, having recently opened in Oxford and Kingston.
Rob Diver, managing director of Tag Heuer UK and Ireland, said: “With the opening of the Watford boutique, we are delighted to be able to bring customers a full and immersive TAG Heuer experience.
“It is an exciting time as we look to grow our retail offering and activity around the UK with this new boutique, the final of three opened over the summer months with The Watches of Switzerland Group.”
He added: “As Tag Heuer already enjoys very high levels of awareness all over the country, we look forward to building on this even more by showcasing the best of Tag Heuer and this fruitful partnership.”
Craig Bolton, executive director at The Watches of Switzerland Group, said: “We are delighted to announce the opening of a wonderfully modern Tag Heuer boutique in Watford’s iconic Harlequin Centre and excited to see The Watches of Switzerland and Tag Heuer partnership continue to grow from strength to strength.”