The largest Tag Heuer boutique in the world has officially opened for trading in Melbourne’s Collins Street.
The luxury boutique will house an extensive selection of Tag Heuer watches and chronographs along with eyewear, accessories, clothing and mobile phones never before available in Australia.
The company chose to open the store in Melbourne as the Tag Heuer brand has “the highest sales penetration per head of population” in Australia.
TAG Heuer general manager Philip Richards said that the boutique, which is located in the heart of Melbourne’s fashion precinct, is set to become an important shopping destination for both local and international customers.
He said TAG Heuer was the most popular Swiss watch brand in Australia as Australians identify with TAG Heuer’s combined themes of sport and glamour.
“TAG Heuer watches and chronographs suit the Australian lifestyle and our appreciation of style, sport and the outdoors,” he said.
“Our customers want functionality, as well as a high level of style and sophistication, which has led to TAG Heuer becoming the brand of choice in Australia.”
He said the company, which already has two boutiques in Sydney, was not planning to open flagship stores in Australia’s other cities.