Swiss watchmaker TAG Heuer has re-opened its Sydney flagship store at its landmark Pitt Street Mall address. With the newly refurbished store, TAG Heuer takes the opportunity to present, for the very first time globally, its new retail design concept – a new look and feel for the iconic luxury brand.

The Tag Heuer flagship store in Sydney celebrates the arrival of the newly released Aquaracer ceramic collection, where a model vinyette paid homage to the strength and beauty of the collection and its aquatic roots – dressup or dive-deep!

Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique perfectly illustrates the brand’s realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage. The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.

The TAG Heuer shield reinterpretations continue to the interior of the 96m² boutique. The monotones of TAG Heuer greys and blacks perfectly compliment the use of stone which is a reference to the brand’s Swiss roots of heritage and craftsmanship, whilst the mix of traditional and innovative materials embodies the brand’s spirit creating a vibrant showcase of the TAG Heuer collection.