TAG Heuer reaffirms commitment to the Middle East region with the opening of its second stand-alone boutique in Dubai.

Dubai, UAE, 20th February 2020:   TAG Heuer, the Swiss luxury avant-garde watchmaker continues to expand its presence across the Middle East with the opening of its Dubai’s second stand-alone boutique, at Mall of the Emirates. With a legacy rooted in technical innovation, timekeeping, high performance, a passion for action and motor racing in particular, the boutique offers a glimpse into the DNA of TAG Heuer and takes clients on an immersive brand journey, while they discover the different watch collections. 

The new ninety square meters space located on the first floor, has been designed keeping the TAG Heuer ethos and customer as focal points for the layout, structure and style. The result is a sleek contemporary interior with tones of greys, emblematic of motor racing tracks, underscored by touches of the iconic TAG Heuer red. Accented by visuals and memorabilia that pays homage to TAG Heuer’s impressive 160-year heritage of precision engineering, the boutique offers eight dedicated counters and four niche sections that allow clients to easily browse the timepieces, per collection.

A team of passionate sales advisors and brand specialists offer personalized service, watchmaking knowledge and in-depth counsel in multiple languages to customers from Dubai and beyond. Over 150 timepieces are available for purchase, including classic favourites such as Carrera and, recent launches like Autavia Calibre 5, or limited-edition models celebrating Monaco’s 50th anniversary. Reflecting the avant-garde spirit of the brand, the new boutique is a testament to TAG Heuer’s commitment to the region and an important milestone in TAG Heuer’s growing presence across the Middle East.