Swiss watchmaker Tag Heuer has opened a new flagship store, with a new retail design concept, at Westfield Sydney.

The 96sqm store, developed and designed by the retailer’s in-house design and architectural team in Switzerland, underscores the brand’s four areas of expression: sport, lifestyle, art and heritage. The vegetal design, derived from the triangular shape of the Tag Heuer shield, is used in different scales on the exterior of the boutique.

“Continuing our residence in one of Australia’s best shopping addresses with the world’s first unveiling of Tag Heuer’s new retail concept marks yet another milestone in the brand in Australia, especially given the presence of such immense local demand for what the brand offers,” said Jean-Claude Biver, Tag Heuer CEO and president of the LVMH Watch Division.

Biver said Australia constitutes one of Tag Heuer’s largest and most dynamic markets.

“We have developed the brand in the region since the 1980s in a spectacular way, which today makes Tag Heuer the leading Swiss watch brand in the ‘affordable luxury’ time-piece category. Australia remains one of our top priority markets with further expansion to take place in the future,” he said.

The new Tag Heuer flagship at Westfield Sydney continues the brand’s retail development strategy in Australia, which saw the opening of a new flagship in Melbourne’s new luxury precinct, St Collins St in May, and will see the first Flagship for Tag Heuer open in the Gold Coast in the newly redeveloped Pacific Fair shopping precinct in November, with another Boutique to follow in Australia in early 2017.

“We are excited by the opening of our state of the art Flagship Store in Pitt St Mall. The store celebrates a new benchmark for avant-garde design and offers a dynamic experience for our customers to discover the universes of Tag Heuer,” said Pierre Blouin, Tag Heuer’s new general manager for Australasia.

“Together with our existing Brisbane Flagship store, the multi-million dollar investment across three new Flagship stores in 2016 demonstrates TAG Heuer’s commitment to retailing in Australia,” Blouin said.

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