TAG Heuer has launched its first online boutique featuring a wide variety of the brand’s timepieces and a number of limited editions.
The brand said the online store pays homage to its standalone boutiques, and will replicate their "lifestyle lounge" concept, offering shoppers the chance to explore TAG’s history while shopping.
Alongside watches, the site will sell TAG Heuer‘s lifestyle accessories including cufflinks, luggage, outwear and glasses. At present the store only offers shipping to the US.
Ulrich Wohn, chief executive and president of TAG Heuer North America, said: "Like TAG Heuer’s eight freestanding boutiques in the US, the new online boutique personifies the brand for our consumers and offers them an exclusive shopping experience.
"With our new online boutique we can offer an even wider audience an engaging experience that brings our brand’s spirit, history and prestigious Swiss timepieces to life at anytime and anywhere."
The online store is said to stay true to the brand’s overall aesthetic by marrying "sophisticated glamour and refined design with large, bold visuals highlighting the luxurious details of TAG Heuer’s timepieces and lifestyle products".