TAG Heuer to open flagship boutique on London’s Oxford Street in November

TAG Heuer UK Managing Director Rob Diver and Geri Horner attend the launch of the TAG Heuer Muhammad Ali Limited Edition Timepieces. (All pictures Credit: Dave Benett).

TAG Heuer has said that the flagship boutique it is opening on London’s Oxford Street in November will be the first and last in the UK.

Rob Diver, managing director for Europe at TAG Heuer, says the brand’s main focus will always be to work with its network of retailers.

“We do not have any flagships of our own, and we will only have one in the UK, the store opening on Oxford Street in November. Any other stores we have, we want to be in partnership with retailers,” he tells WatchPro in a wide-ranging interview that will be published in the November edition of the magazine.


“We have always been very focused on working with retailers,” he adds. “Our growth is dependent on the quality of the relationships we have with our retailers. Mr Jean Claude Biver [LVMH head of watchmaking], has repeated that time and time again.”

It is the first time that TAG Heuer has spoken about the upcoming opening of a flagship boutique in central London.

The directly-managed store is in addition to TAG-Heuer branded boutiques run by Beaverbrooks in Leeds and with Aurum Holdings in the City of London, Sheffield and Manchester.

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